Jul 3, 2009

Vita Lemon Tea | Bittersweet, That's Me | Hong Kong

Dear to Hong Kongers of all ages, Vita Lemon Tea is launching a mass branding campaign to celebrate its 30th birthday.

The campaign invites free-style rapper MC Jin and Wan Kwong, an 80s popular singer known for his use of Cantonese slang to reflect the lives of the lower class in Hong Kong.

Rather than promoting the beverage like any other sugary drink, Vita’s campaign draws on life experiences. The bittersweet’ aftertaste becomes the brand’s new focus.

Bittersweet is often preserved as a negative emotion, but in this campaign, it is redefined as...

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