Tea brand zeroes in on moment of respite in TV ad

<p>SINGAPORE: Beverage company F&N Coca-Cola has launched a TV </p><p>campaign for Heaven & Earth's Jasmine Green tea and a new flavour </p><p>variant, Imperial Orchard tea. </p><p><BR><BR> </p><p>The key proposition is that Heaven & Earth gives consumers a moment of </p><p>respite in their busy life, said Shane Gibson, creative director at M&C </p><p>Saatchi, the agency behind the campaign. "It became a matter of </p><p>dramatising the smaller moments in a person's day, making the role of </p><p>the drink more plausible." The two commercials - targeting adults </p><p>leading active and stressful lives - show a man and a woman coming home </p><p>from a busy day and enjoying the drink. The TVC is supported by print </p><p>and POS material. Heaven & Earth is the second largest brand in the </p><p>ready-to-drink Chinese tea market behind Yeo's. </p><p><BR><BR> </p>