Hong Kong icon VITA Milk Tea launches with humorous campaign via DDB Group
DDB Group Hong Kong has developed a campaign to launch Vita Milk Tea, which celebrates the drink’s reputation as a much-loved Hong Kong icon.
The campaign centres on the brand positioning, ‘Authentic Hong Kong Style Milk Tea Anytime, Anywhere.’
Consumer insights revealed Hong Kong style milk tea is one of Hong Kong’s icons, and just like the island’s colloquial expressions, it is something we all know, something we understand and something we have empathy with.
To illustrate that Vita Hong Kong style milk tea is a part of all Hong Kong people, the campaign focuses on colloquial Hong Kong conversations, such as ‘Boiling Congee’, which means a long conversation on the phone; ‘Taking out a Cat’, which means Cheating; ‘Throwing Pots’, which means ending a relationship; and ‘Team of dogs’, meaning the Paparazzi.
The TVC brings all these colloquial expressions to life in a humourous way and closes with the voiceover, “Hong Kong’s distinctive characteristics, you’ll know all this if you’re from Hong Kong. Vita HK Style Milk Tea, great tea and milk taste with a silky texture. Made in Hong Kong. Extremely good!
A spokesperson for Vitasoy International Holdings said, “Throughout the years, Vita has expanded its portfolio with a diversified range of tea products that successfully established a strong credential in tea category. The launch of our Vita Milk Tea drinks will solidify our leadership position in tea category.”
Simone Tam, President and CEO of DDB Group Hong Kong and Guangzhou added, “We came up with a creative idea that illustrated that Vita Milk Tea – just like Hong Kong colloquial expressions – is a taste that is very local and immediately appreciated by Hong Kong people.”
Credits – President & CEO: Simone Tam. Executive Creative Director: Jeffry Gamble. Group Creative Director: Frankie Fung. Creative Director: Paul Yu. Associate Creative Director: Martin Tong. Art Director: Tony Cheung. Group Business Director: Benny Ko. Group Account Director: Kenny Wong. Associate Account Director: Cafy Choi. Head of TV Production: Annie Tong.