Vita Light boasts less than two calories for the light chrysanthemum and lemon tea variants. According to Vita's ad agency, DDB, the creative revolves around metaphors for a shapely body in Cantonese - butterfly, swan and bee. To communicate these ideas, the visuals show a swimmer executing the butterfly stroke, a ballerina from Swan Lake, and a woman's shapely waist (in Cantonese, a small-waisted woman is said to have a waist like a bee). Through association of ideas, the campaign aims to communicate that Vita Light is an easy and natural way to stay in shape. Said Eric Choi, group account director at DDB: "We're positioning Vita Light as a 'stay fit and look good' beverage."
Vita low-cal line plays on Chinese images for slim
HONG KONG: Local beverage brand Vita has launched a line of low-calorie tea variants for summer, with a television-led campaign to target the body-conscious 20 to 44-year old demographic.