In a bid to promote its new series of tea flavours, Toast Box took a page out of the mafia handbook to get consumers to “Find Tea Not Trouble”.
The campaign was created to launch and generate awareness of Toast Box’s new range of iced-tea series.
The hilarious spot kicks off with a lady in a red pant suit, along with her mafia-like entourage menacingly walking the streets in search of something (or someone) called Zhao Cha, striking fear in passer-bys, including a man called Ah Cha.
The lady and her gang arrive at a Toast Box outlet, stunning its patrons as she screams in Chinese “I want to find Cha”. (Note, “Cha” also refers to the word tea in Chinese. Zhao Cha in Chinese hence translates as “Find Tea” in English.)
In response to her request, a big burly employee from Toast Box approaches the gang in what looks like a looming confrontation. Only to have him present Toast Box’s latest tea range to the gang in a high pitched squeaky voice.
The spot ends in the most over the top yet hilarious manner as the members of the gang buckle down to drink the new tea series, with the woman’s hair even flying around for extra “refreshing” effect.
Since its launch on 24 February 2017 on Facebook, the video garnered 129,620 views, 739 reactions, 323 shares and 49 comments at the time of writing. It runs mainly online and also on in-store activations. In line with its video concept, the campaign also invited customers to ‘vent out frustrations’ with a longest breath contest (’我要找茶’)
“We even had non-Chinese friends who joined in this contest. That’s really bringing people together, at Toast Box! We have been getting positive reviews on these drinks and have lined up more new flavours to continually excite our customers,” Soh Lizhen, senior brand development manager for Toast Box, said.
Unlike most of its other marketing campaigns, the Toast Box team created a concept that will resonate well with our customers instead of just showing the products. The creative concept originated from“找茶” (find tea) which is a slang commonly used in Taiwan, meaning ‘to find trouble’.
“With this, we shot an online video to generate awareness as it allows more sharing on social media platforms. Almost 50% of those who interacted with our Facebook post were shares; which we most value as a brand. We feel the dramatic twist and light-heartedness could have brought about such encouraging results” Soh said.
The creative concept and all design collaterals are produced in-house whilst the video is conceptualised with a production house.