We had to modernize a decade old platform for Vietnam’s leading RTD beverage and bring a new Gen-Z friendly emotional vibe to its expression. Although TEA+ has always been associated with mealtimes, our goal was to extend its relevance beyond traditional mealtimes and therapeutic benefits and capture the essence of enjoyment in the younger generation’s moments.
With ‘Zero Gravity’ we created an exciting new narrative for a legacy brand where people could immerse themselves in the enjoyment of the present moment, free from any ‘heaviness’ that might weigh them down. This campaign resonated deeply with the young audience, nudged the consumption towards a more unisex and overall was able to connect authentically with young consumers seeking moments of lightness and enjoyment in their everyday context. Through this innovative campaign, TEA+ successfully captured the spirit of modernity, rebooted lightness, thus resonating with a new wave of Vietnamese young cohorts.
