HONG KONG: Vitasoy has kicked off a television-led campaign to
drive awareness of its Vita Green Tea brand among tea drinkers in the
youth segment.
The "Unwind" TVC encourages the audience to take a break from the city's
fast-paced and chaotic lifestyle by stopping to drink the beverage,
which is positioned as a drink for relieving stress.
The campaign has a tea lady, a common sight in most local offices, to
connect with the idea of taking a break.Vitasoy marketing manager, Ivy
Kwan, said: "In the busy working environment, who doesn't appreciate the
tea lady who eases pressure, even for a moment, by bringing everyone a
cup of tea?
"She is our spokesperson to remind Hong Kong people to stop for a moment
and take a break."
The TVC, developed by Saatchi & Saatchi, is supported by outdoor, bus
panels, tactical consumer promotion, sponsorship and POP.
