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 VIETNAM Region: 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)

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