Sanzo Partners With Marvel for LTO ‘Shang-Chi’ Cans

Though it may not be a household name, when it comes to marketing partnerships Sanzo is punching above its weight.

The New York-based company, makers of sparkling waters infused with Asian citrus fruit flavors, has partnered with Marvel Studios to support the forthcoming release of “Shang-Chi & The Legend of the Ten Rings,” the latest entry in the blockbuster Marvel Cinematic Universe set for release exclusively in theaters on September 3. A limited-edition run of cans for Sanzo’s lychee flavor will feature four of the main characters from the movie: Shang-Chi (Simu Liu), Katy (Awkwafina), Xialing (Meng’er Zhang), and Xu Wenwu (Tony Leung).

For Sanzo founder Sandro Roco, the opportunity represents more than just a chance to take advantage of Marvel’s massive reach. Adapted from the comic book series, “Shang-Chi” is the first Marvel film to feature an Asian or Asian American Pacific Islander (AAPI) superhero as its protagonist, as well as a largely AAPI cast.

As Sanzo is often keen to note, Asians (and their taste preferences) represent over 60% of the world’s population, and Roco sees “Shang-Chi” as a chance for the brand to take part in a “watershed cultural moment.”

“It was an amazing opportunity for us and our brand to be part of this,” he said. “It’s a great chance to generate awareness and really rope in the whole community.”

The relationship with Marvel started back in March after Sanzo worked with Goldhouse, a non-profit collective that aims to help connect AAPI entrepreneurs and creatives, to partner with Disney for the release of “Raya and the Last Dragon,” which featured a female protagonist of Southeast Asian descent. After a positive experience on that project, Roco pitched the idea of a “Shang Chi” collaboration, and the plan went into action.

“We’ve seen firsthand that both the Marvel and Disney executive team have taken a more intentional approach to partner with brands that more authentically represent the messages of the films they are putting out there,” he said. “They noted to us that the strength of our brand and the community that we bring in gives a certain level of authenticity to the message that’s being put out there. They were very willing to work with us knowing that we are an emerging brand.”

To celebrate the launch, 25 randomly selected online orders of the “Shang-Chi” cans will include a complimentary ticket to the film, valid at any theater. But Sanzo’s resonance within the AAPI community will also take on a new dimension through its charitable efforts: 5% of all sales from the LTO cans will be donated to CAPE, an organization dedicated to advancing Asian American and Pacific Islander representation in the entertainment industry.

“Because there is such low representation, you kind of need this organizing force to get films like ‘Shang-Chi’ or ‘Crazy Rich Asians’ greenlit, let alone budgeted and what not,” Roco said in reference to CAPE. “We just felt like it was a natural partner for us, given the collaboration that we are doing and given what this film means for AAPI representation in the entertainment industry.”

“Sanzo is the real deal and CAPE is so humbled by their support of our vision to shift culture and create a better world through authentic storytelling,” added CAPE Executive Director Michelle K. Sugihara in a press release. “For 30 years, CAPE has fought for Asian Pacific Islander representation in front of and behind the camera and we couldn’t be more thrilled for Marvel’s first-ever film featuring an Asian American superhero.”

Along with Marvel, Sanzo also has made a partner of Shang-Chi himself: Liu has also joined the brand as an investor, though that deal was developed independently of the film partnership, Roco said.

Ahead of the film’s release, the Sanzo team also attended the red carpet premiere of “Shang-Chi” earlier this week, as well as landing placement for the drink in attendees’ “swag bags.” “Shang-Chi” is the first MCU film to receive a full theatrical exclusive release since the outbreak of the COVID-19 pandemic. Marvel Studios’ releases have grossed over $7.1 billion worldwide.

Outside of deals with major movie studios, Roco said the brand is continuing to support existing distribution partners (Rainforest, LA Distributing, Good Stuff) while adding further retailers like Bristol Farms, Central Market, Erehwon (where the brand is now the fourth best-selling sparkling water chain wide, Roco said) and Whole Foods in the Mid-Atlantic, launching next month. However, he said the company is particularly excited about growth on e-commerce marketplaces like Thrive Market and Imperfect Foods, as well as instant-delivery services like GoPuff and Fridge No More.

“We are everywhere we think our customers are, but we are still trying to be really intentional about distribution,” he said.