Authentic Tea House refreshes logo and product packaging

Coca-Cola's subsidiary tea beverage brand Authentic Tea House (淳茶舍) has invited Hong Kong actor Raymond Lam to front its rebranding campaign, which includes a refreshed logo, new packaging of its new beverage range featuring new flavours.

As part of the rebrand, the new logo has been simplified to reflect the brand identity and positioning, with each rectangular bottle featuring the name of the product with various colours, such as using the crimson hue colour for the Da Hong Pao oolong tea and dark green for Jasmine green tea. The upgraded beverage range incorporates a three-tier essence formula that enhances aroma, flavour, and sweetness.

As part of the campaign, the brand is distributing 200,000 free bottles across Hong Kong between July and August. The first initiative, "ATH HK-wide tea tasting" (淳茶舍全港茶感試), will take place on 9 July, with 50,000 bottles being given away simultaneously near major MTR stations.

Notably, the packaging colours of the beverage range will echo each station’s representative colours, for example, amber-brown oolong tea will be available at Tsim Sha Tsui station and Shek Mun stations, while crimson Da Hong Pao oolong will be distributed at Mong Kok and Central stations.

Meanwhile, the brand has also amplified its campaign with a LinkedIn initiative, offering 1,000 registered users the chance to receive complimentary cases of the new oolong tea. 

To further engage its audience, the brand will roll out blind tasting sessions across Hong Kongstarting 16 July. Attendees will be invited to take part in blind tastings to distinguish different flavours, those who succeed will qualify for the grand finale "Tea tasting championship" in August, where finalists will meet Lam and compete for prizes.

The newly upgraded product line is now available at major convenience stores, supermarkets, online shopping platforms, and the Hong Kong Swire Coca-Cola eShop citywide. Participating retail outlets including 7-Eleven, Circle K, ParknShop, Wellcome, Tai Sang, U Store, Mei Chi Love, Japan Home Centre, and others, will run tasting promotions during the campaign period.

MARKETING-INTERACTIVE has reached out to Authentic Tea House for more information.

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