As youthful summer marketing campaigns for time-honored national brands, the dual pop-up projects of Guangming Cold Drink and White Rabbit are launched in Shanghai’s high-end commercial districts to awaken public collective childhood memories by leveraging profound brand heritage. Located on the outer square of the mall’s L1 floor, Guangming Cold Drink presents a retro amusement park pop-up with classic cold drink booths and vintage amusement facilities, launching exclusive summer cold drink products to restore the nostalgic summer atmosphere. Settled in the central park of Qiantan Taikoo Li, White Rabbit adopts the classic red, blue and white color scheme and creates an innovative swimming pool-themed space with its first summer-limited products. In terms of spatial production, both projects adopt refreshing summer visual tones, integrate classic brand symbols and interesting interactions, and transform traditional brand temperament into modern emotional experience. The campaigns revitalize the time-honored brand image, arouse consumers’ warm memories of childhood and companionship, and interpret the brand’s core spirit of happy sharing. While enhancing summer product exposure and offline experience value, they realize the youthful renewal and sustainable commercial empowerment of classic domestic IPs.