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, a refreshed brand logo and clean, modern visuals that emphasise tea quality and sensory enjoyment have been introduced. Furthermore, the products also come in sleek square bottles with bold, colour-coded flavours for easier shelf navigation. A vibrant rainbow-coloured series aims to enhance shelf impact. The product range has also expanded with an Oolong tea variant featuring a smooth, well-rounded taste and lasting finish.

Inspired by the art of traditional Kung Fu tea's sequential infusion, the multi-extraction brewing technique extracts aroma, flavour, and aftertaste at three distinct stages.

Meanwhile, Lam continues as the brand ambassador for Authentic Tea House not only for his strong appeal among young professionals, but also because his personal journey reflects the brand’s core values of dedication, persistence, and craftsmanship, said a spokesperson from Coca-Cola in conversation with MARKETING-INTERACTIVE.

Renowned for his relentless drive across music, film, and television, Lam reflects the same spirit of continuous refinement that defines Authentic Tea House, added the spokesperson. "Just as the brand crafts layered flavour through its new multi-extraction brewing technique, Lam has honed his multidimensional talents through years of dedication."

"He also shares a genuine connection with tea culture, having starred in a tea-themed drama and developed a personal appreciation for the refreshing, lingering taste of fine tea. As the campaign’s 'King of tea sensation', Lam brings authenticity, star power, and emotional resonance, reinforcing the brand’s message and deepening its connection with the modern working generation."

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Coca-Cola said Authentic Tea House has rebranded to better meet evolving consumer expectations for quality, authenticity, and modern appeal in the ready-to-drink tea category. "The updated brand identity and product enhancements reflect a continued commitment to delivering a refined tea experience, inspired by traditional brewing practices."

With a focus on elevating taste and reinforcing premium positioning, the rebrand ensures Authentic Tea House remains relevant and recognisable in a fast-moving market - strengthening its connection with consumers while setting itself apart through craftsmanship and attention to detail, added the spokesperson. 

Targeting office workers aged between 25 and 39, and those who seek a quality, multi-sensory tea experience, the rebrand is powered by an integrated marketing strategy designed to bring the authentic tea house experience to life in a way that resonates with today’s working professionals, said the spokesperson. It focuses on maximising awareness, driving trial and building emotional connections.

"The strategy immerses consumers in the essence of a tea house - from the refreshed visual identity to the sensory experience of taste and aroma. Consumers are invited not only to taste the difference but also to appreciate the brand’s premium, modern look."

This is delivered through a multi-touchpoint campaign designed to educate, engage, and excite, added the spokesperson. From packaging to key activations, every brand interaction is carefully crafted to leave a lasting impression.

By leveraging mass sampling and experiential activations; high-impact media and digital storytelling; retail and eCommerce promotions; influencer and celebrity endorsement, the strategy aims to refresh the brand, reinforce leadership, and drive long-term growth by making Authentic Tea House the go-to choice for bottled tea, added the spokesperson.

To amplify the rebrand, 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 promoted 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 Kong starting 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.

Beyond mass sampling, the campaign is also amplified via out-of-home advertising at MTR stations, TV commercials, social media, retail promotions and eCommerce deals, street events and mobile tasting booths.

"As a tea expert brand with years of dedication to crafting unsweetened tea, we deeply understand the ever-evolving nature of consumer preferences. Recognising that each moment comes with its own unique needs, we are committed to delivering thoughtful solutions that seamlessly integrate into consumers' daily routines - whether it’s a refreshing pick-me-up during a bustling commute or a calming moment to unwind from the demands of a busy day," said Sally Cheng, frontline marketing director, Hong Kong, Taiwan, Macau and Mongolia, Coca-Cola China.

"Our vision extends beyond the cup; we strive to bring the essence of an authentic tea house experience to life in every aspect of our brand. From a bold visual identity that embodies both quality and authenticity to fostering meaningful connections through moments of trial and discovery, we are dedicated to creating immersive experiences that resonate with today’s working professionals, who see authenticity and quality as essential parts of their daily rituals," she added.

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