Suntory PepsiCo Vietnam launches ‘Add More’ campaign for TEA+ via MullenLowe Mishra

Suntory PepsiCo Vietnam and MullenLowe Mishra have unveiled a new campaign for TEA+, repositioning its leading RTD tea brand for a younger generation of Vietnamese consumers – pairing a sharper cultural tone with its Japanese tea craftsmanship and Suntory heritage.

The campaign is built on “Add More” – reframing TEA+ not simply as a refreshing beverage, but as a daily ritual that brings clarity and balance into modern routines.

The campaign taps into a growing cultural insight: as Vietnam modernises and accelerates, the intensity of that momentum is generating an equal and opposite desire among young consumers for balance, clarity, and moments of reset.

The film is set around a Japanese tea connoisseur whose moment of calm is interrupted by a masked intruder attempting to steal his tea. What begins as an exaggerated action sequence gradually shifts tone, with the protagonist responding with tact and calm.

Blending humour and cinematic action, the film uses the tension of everyday conflict to reflect the unpredictability of modern life – while reinforcing the idea that small rituals of pause can help us reset amid daily chaos. This campaign marks a shift for this major brand, combining a sharper, more contemporary direction tapping brand’s inherent Japanese credentials and Suntory heritage.

To bring authenticity and cinematic texture to the work, the MullenLowe Mishra team partnered with Takafumi Tsuchiya (TAKCOM) – a leading Japanese film director and visual artist who embraces technology and sci-fi motifs in his work. Sound design was by Himuro Yoshiteru. The integrated campaign is rolling out across film, digital, experiential and social platforms.

Venus Teoh Kim Wei, EVP-Marketing, Suntory PepsiCo Vietnam: “With this new platform for TEA+ we wanted to evolve the brand to resonate with the new generation and local cultural context. Our new brand message ‘Add More’ moves the brand beyond refreshment, positioning TEA+ as part of a more intentional everyday lifestyle, encouraging consumers to get more out of their fast-paced day through small, meaningful rituals and moments of pause.”

Saby Mishra, CEO, MullenLowe Mishra: “Vietnam’s consumer culture is shifting from the utilitarian to the intentional – and that’s an exciting growth space. We’re building ‘Add More’ as a stronger, more culturally grounded platform for TEA+ to own that shift long-term.”

Credits:
Client: Suntory PepsiCo Vietnam
Agency: MullenLowe Mishra, Vietnam
Production Company: May Production, Vietnam
Director: Takafumi Tsuchiya (Takcom)