Vita Fresh Tea celebrates freshness with new look featuring HK landmarks

Vita has unveiled a campaign to promote its new limited-edition packaging for its fresh tea series (維他新鮮茶) featuring iconic Hong Kong landmarks. 

Also known as “香港打卡地標限定版”, the new packaging features 10 designs inspired by iconic Hong Kong landmarks. The initial release includes designs of the Central waterfront, Victoria Peak, Lantau Island, and Wan Chai streetscapes, while the remaining six designs are set to be launched soon. Each design aims to offer a fresh perspective on enjoying the authentic flavours of Hong Kong.

To promote the special packaging of its fresh tea series, Vita has partnered with local creative agency Howdy Workshop and media agency Carat Hong Kong to launch a campaign titled “維他新鮮茶全新香港地標限定版 — 「港新鮮 港茶味」推廣活動”. 

Running until August, the campaign seeks to highlight the special packaging of Vita fresh tea featuring iconic Hong Kong landmarks, building relevancy around the exclusive freshness of Hong Kong and resonating with consumers. A spokesperson from Vita told MARKETING-INTERACTIVE that the campaign targets the young population aged between 18 and 34.

As part of the campaign, Vita has launched a series of surreal social media content that features oversized fruits and tea leaves at various iconic landmarks such as the Hong Kong Observation Wheel in Central and Lee Tung Street in Wan Chai. It seeks to drive engagement, create social buzz and talkability, amplify the “freshly brewed in Hong Kong” message, and connect with the young target audience, according to the spokesperson.

Additionally, the campaign has wrapped Uber Taxis in Vita Fresh Tea packaging, distributing the rich aroma of fruity tea across every corner of Hong Kong. These unexpected elements are designed to create an unparalleled visual experience, enabling everyone to enjoy the freshness of locally produced tea drinks.

To further engage with the audience, Vita has launched an interactive experience called “維他新鮮茶港茶味先Click中你”. Consumers can tap a designated link on Facebook, Instagram, or the Uber app to play games and earn convenience store vouchers, Uber discount codes, or even a Vita Fresh Tea-shaped night light.

Additionally, Vita is currently hosting free tasting events in various districts of Hong Kong from mid to late June. A refrigerated truck, themed "港新鮮 • 港茶味", is making appearances at multiple locations to offer tastings. Consumers can sample fresh tea inside the truck and enjoy the refreshing flavour of tea delivered straight from Hong Kong.

Don’t miss: Vita transforms mailboxes into giant lemon tea drinks across HK

Recently, Vita has transformed over 100 mailboxes in Hong Kong into giant icons of its Vita lemon tea (VLT) drinks as part of its latest brand equity campaign. 

Available until the end of June, the “Geep! That's me! Stay real!” (澀得起 就係我！澀出真我角度) campaign is done in collaboration with creative agency Havas Hong Kong, event agency GOF, and media agency Carat Hong Kong.

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