Coca-Cola Reconnects Myanmar Youth To Their Tea Culture

Heaven and Earth, the ready-to-drink tea brand, launched with an event day that utilised non-traditional methods to engage with media and influencers in Myanmar.

Background

Myanmar has become increasingly competitive in the beverages category, with most brands having nothing interesting to say but rather flooding the market with advertising and promotion.

Coca-Cola wanted to not just launch a new category (ready-to-drink tea) but lead that category with its "Heaven & Earth" brand. With a limited budget, we had to achieve commercial leadership and communications impact through a single event.

Objectives:

  • Take the lions share of the Ready-to-Drink Tea (RTD) Category Shape, develop and lead the category by becoming #1 RTD tea in Myanmar by 2019.
  • Differentiate key messages from other beverage brands, finding non-traditional...

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