dentsumcgarrybowen Hong Kong and Shanghai make the moments real in VITA Lemon Tea’s new brand refresh campaign
dentsumcgarrybowen Hong Kong and Shanghai have teamed up to launch a brand refresh campaign for VITA Lemon Tea (VLT), running across multiple markets in the Greater China region.
Building from its iconic bittersweet “geep” taste, VLT’s brand focus has evolved from highlighting the “inner-strength” it represents, to celebrating the “real moments” VLT brings. Drawing on people’s life experiences, the creative messaging connects the “real tea, real lemon” attribute to inspire one should stay true and enjoy the real self in every moment.
Jeffry Gamble, Chief Creative Officer, dentsumcgarrybowen Hong Kong, said: “The ‘Conquer-it-all’ mindset has been a great success in creating emotional connection for VLT. People get the bittersweetness and the attitude it represents, and they like it. To evolve from that and to create a shared belief that today’s youngster resonates positively, we highlighted this quality of authenticity and being real, taste wise and life wise.”
“This bittersweetness of VLT has been such a success, making VLT an iconic tea brand for decades.” said David Kim, Group Chief Marketing Officer at Vitasoy International, “We want to continue to build strong connection with our customers and remain relevant. Our new branding talks about being real. It’s a quality that we want our customer to not only enjoy (from our tea), but also to embrace into their life, to stay true and live to the fullest.”
Vitasoy International Holdings Limited
Group Chief Marketing Officer: David Kim
Vita China Team: Jane Zhou, Techo Gan, Wan Qing Qu
Vita HK Team: Virginia Chu, Yu Lam
Chief Executive Officer: Simone Tam
Chief Creative Officer: Jeffry Gamble
Creative: Sky Lo, Hoon Leung, Sui Tsui, Recky Hou, Leo Li, Meg Zhang, Lucky Guo
Planning: Yee Ching Wong
Account Service: Diana Tam, Bethany Yiu, Jeff Cai