Peet's Coffee and Helly Hansen Launch Nautical-Themed Collaboration With Two Limited Drinks and Co-Branded Merchandise
Peet's Coffee and Helly Hansen have launched a nautical-themed co-branded campaign in China, featuring two limited drinks and a gamified mini-program activation running through September 30, 2026.
Peet's Coffee (皮爷咖啡) and outdoor apparel brand Helly Hansen (海琳汉森) have launched a co-branded collaboration in China under the theme "Great Navigators, Exploring Together" (大航海家，探索同行). The campaign runs through September 30, 2026, and is anchored on the Peet's Coffee mini-program.
The partnership introduces a limited "Great Navigator Coffee Bean Series" comprising two drinks: "Deep Blue Ice Sea Cold Brew" (深蓝冰海冷萃), a cold brew topped with a blue milk cap and carrying nutty notes, and "Azure Sea Breeze Coconut" (蔚蓝海风沁椰), which combines coconut water and high-protein milk with a blue milk cap. Co-branded merchandise — including refrigerator magnets, floor mats, and insulated cups — is also available as part of the campaign.
Consumers who purchase through the Peet's Coffee mini-program can light up "flavor landmarks" in an interactive feature, earning entries into a draw for co-branded gift boxes. The grand prize is a "co-branded navigation gift box."
The collaboration pairs a specialty coffee brand with an outdoor performance label, using nautical imagery to bridge both brands' identities. The gamified mini-program mechanic — tying purchases to a collectible landmark map — is designed to sustain repeat engagement beyond a single transaction, a format that has become a common tool for driving loyalty in China's competitive coffee market.
