Co-conceptualised by Draft FCB and filmed by production house Wowwowtank, the TVC is expected to break in the second week of October once post-production is complete.
The fashion event took place in the atrium of the World Trade Centre in Causeway Bay in a bid to create buzz among the brand's core target audience of young adults and communicate its 'vibrant' positioning, as well as showcase a new packaging design.
"Rather than just having it as a straightforward frame-by-frame shoot, we looked into ways to generate the most noise out of it, and after discussions with TK we decided to host the shoot as a fashion event," said Simone Tam, general manager, Draft FCB Hong Kong.
The event featured eight models dressed in Vitasoy's heritage colour scheme — yellow, brown and green — and a group of hip-hop dancers to entertain the public.
"The new campaign will express our originality from a fresh angle via fashion, to make it more trendy, attractive and relevant to young adults today," she said.
"We set out to entertain and capture responsive crowd reactions. This is also the best way to get the most spontaneous and natural expressions of our brand attitude."
Tam noted that the 'original' approach to shooting the TVC reinforced the brand's long association with Hong Kong consumers, pointing out that Vita Lemon Tea was the original RTD lemon tea product in Hong Kong, first launched in 1979. The campaign will be supported by outdoor channels, roadshows, PR, online and POS.
