Yeo’s taps local insight for ‘Identi-Tea’ campaign celebrating Singapore’s new gen
Yeo’s has sparked a cultural stir in Singapore, cheekily reinterpreting a long-standing national mystery – the letter ‘T’ at the start of post-2000 Singaporeans’ IC numbers – as part of its latest campaign for First Harvest Green Tea.
On Singapore’s Cooling-Off Day, a media-silent pause in the run-up to General Elections, Yeo’s broke the calm with a bold declaration: the ‘T’ stands for Tea. Not just any tea—but a whole new identity. Enter: Gen Tea.
The campaign, developed by Forsman & Bodenfors’ in-house content arm F&B Studios, cleverly taps into a quirk of local identification to launch a fresh generation—and a refreshing drink. Seamlessly blending pop culture, national context, and product relevance, Yeo’s turns bureaucratic obscurity into brand gold.
As part of the integrated social-led push, Yeo’s is inviting all ‘Gen Tea’ Singaporeans to claim their rightful place—with a free bottle of First Harvest Green Tea and a custom-made Identi-Tea Card, sealing their membership in this newly minted tribe.
Rolling out across digital and social this week, the campaign culminates in a weekend activation designed to convert curiosity into community.
With a sharp insight, local flavour, and a hint of irreverence, Yeo’s isn’t just launching a product—it’s birthing a movement. And yes, the Tea has officially been spilled.
