Feng Cha launches Summer Fantasy drink and Cool Dad Contest

Feng Cha is rolling out Summer Fantasy on June 20 at locations nationwide, alongside a one-day buy-one-get-one-half-off promotion. The chain is also launching a Father's Day weekend social campaign that gives five winners $20 gift cards.

Why it matters: - Feng Cha is using a seasonal drink launch to drive traffic at the start of summer. - The promotion gives guests a low-cost reason to try a new beverage and bring someone else. - The Cool Dad Contest ties the launch to Father's Day weekend and adds a social media component that could expand reach.

What happened: - Feng Cha is launching Summer Fantasy, a limited-time tropical drink, beginning June 20 at locations nationwide. - On June 20, customers who buy one Summer Fantasy will get any second drink 50% off. - Feng Cha is also introducing the Cool Dad Contest for Father's Day weekend. - Guests who buy a Summer Fantasy on June 20 or June 21 can enter the contest.

The details: - Summer Fantasy combines mango, coconut, watermelon and sago. - The drink will be available for a limited time while supplies last. - Contest entries require a photo or video featuring the drink, a message about why a dad or father figure is the coolest, and a social media post using #FengChaCoolDad while tagging @FengChaUSA. - Five winners will each receive a $20 Feng Cha gift card. - Feng Cha will announce the winners on June 22 across its social media channels. - Feng Cha describes the launch as a way to celebrate summer and share the experience with friends and family.

Between the lines: - The campaign blends product marketing with user-generated content, which can help turn a drink launch into broader brand visibility. - The Father's Day angle gives Feng Cha a timely hook that could strengthen engagement beyond a standard seasonal promotion. - Dessie Brown, director of marketing for Feng Cha, said Summer Fantasy was created to capture the feeling of summer.

What's next: - Customers can buy Summer Fantasy starting June 20 at Feng Cha locations nationwide. - Guests can enter the Cool Dad Contest through June 21. - Feng Cha will reveal the five winners on June 22. - Summer Fantasy will remain on the menu for a limited time, subject to availability. - More information is available at Feng Cha locations nationwide or by following @FengChaUSA on social media. - Feng Cha's social profiles include LinkedIn, Instagram and Facebook.

The bottom line: - Feng Cha is pairing a new seasonal drink with a short-run discount and a Father's Day contest to create urgency around a summer launch.