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Part II: Agency Service Recommendation The successful marketing/communication campaigns of Grey Global Group Beijing that targets on the “Young Hip” segments Case #1, Kangshifu Ice Tea Background An average ice tea product, a line extension from the leading instant noodle brand “Kangshifu” (Marster Kon), much lagging behind key competitor President Communication Strategy Leverage the power of youth culture and popular idol to “break” from the conservative and average brand image Communication Idea “Cool Power”, represented by pop music star Ren Xianqi Execution Consistent thematic advertisin