Tea+: Delightful Summer Melodies

Tea+, a brand of vitamin-infused tea, launched a music-centred campaign to promote its Oolong Lemon tea as the ideal summer beverage in Vietnam.

Campaign details

Brand: Tea+Agency: MindshareRegion: APAC

Strategy

Objective

2019 is a successful year to Tea+ as it successfully raises the brand awareness of "Tea+ Olong Lemon" via the viral "THEO ANH KHONG" campaign. Tea+ has gained significantly +10pts in Awareness and +12pts in Ever Tried.

This success poses a challenge to the brand in 2020 as it needs to keep up with previous achievement in the upcoming campaign by helping them answer "Why should you choose Tea+ Olong Lemon?". In order to answer the question, Tea+ has specified Marketing and Business objective of the campaign,...

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