Byravee Iyer
Jan 28, 2014

Tea brand helps fend off personal questions from family during CNY

SINGAPORE - Heaven and Earth, Coca-Cola’s brand of iced teas has launched #CalmComebacks, a digital campaign that aims to help young Singaporeans survive stressful questions from inquisitive relatives during Chinese New Year.

While well-intentioned, questions about salary, career, social status and looks often place young people in a difficult situation. This year, they will be able to call on witty tips from a Facebook application that aims to arm users with smart and instant responses to dodgy questions.

The campaign, by Host Singapore, launched on 19 January on the Heaven and Earth Facebook page. It kicked off with a film co-created with Night Owl Cinematics, Singapore’s YouTube stars.

“We wanted to create a campaign based on rich insights that our customers can relate to,” said Andrew Jeffrey, marketing manager at Coca-Cola. “The Facebook app not only acts as a useful survival tool during CNY, it also entertains users along the way.”

“This is branded content at its purest,” said Dan Gibson, MD of Host Singapore. “We're building on the brand's ‘Stay calm and keep going’ platform in a way that’s both entertaining and useful to consumers.”

As at 28 January 2014, the video has garnered a total of 118,450 views and 2655 likes on YouTube.

CREDITS

Production: Night Owl Cinematics
ECD: Noah Regan
Digital Art Director: Andrea Limjoco
Copywriter: Vanessa Heng
Media: MediaCom
Account Director: Amber Martin
Clients: Yvette Lim, Lindene Cleary, Tiffany Goh, Shukrita Puri

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