The 'Smile' platform was used in 2001 when Gor Yin Hai was originally launched; however, this has evolved into 'Friendship' following research which found this to be the highest priority of the brand's main target audience - teenagers.
Ivy Kwan, Vitasoy International senior marketing manager, said the campaign, created by DDB, would likely have appeal in the broader mass market.
"Undertanding how teenagers hang out - playing basketball, chatting in the school playground, reading comic books - contributed to making the TVC what it is now," Kwan said.
"However, this campaign should also be able to strike a chord or two with the mass audience when they think about their school days."
The campaign consists of two spots, 'Basketball' and 'PE class', in which a variety of embarrassing situations are resolved with a bottle of Gor Yin Hai tea.
Said Kwan: "The main objective is aimed at portraying Gor Yin Hai as a catalyst to enhance true friendship, with happy and fun imagery that appeals to teenagers."
Vitasoy's tea products include lemon, peach, apple, lychee, passion fruit and pink grapefruit drinks.
However, with the category being so competitive, Kwan said that the key success factor was to ensure that Gor Yin Hai remains one of the top-of-mind brands in the ready-to-drink category.