Mindshare: TEA+ CAN YOU WALK ON WATER?

TEA+, a ready-to-drink tea brand, connected with Vietnamese youth on mobile to increase sales in a competitive market.

Campaign details

Brand: MINDSHARE VIET NAM / TEA+Lead Agency: MINDSHARE VIETNAMRegion: Vietnam

Strategy

Objective

In Vietnam, Ready To Drink Tea (RTDT) is among the most competitive categories within beverages.

In 2017, RTDT category witnessed dramatic decline (volume 2017 declined -15% vs. YA), resulting in the lowest volume of RTDT in the last 10 years. Category performance was affected by acute category product crisis (lead contamination, hygiene issues) which saw consumers turning away from RTDT to other beverages.

TEA+ launched in Vietnam market in 2013, and had seen phenomenally successful performance. Since the launch, TEA+ demonstrated...

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