Vita Fresh Tea spreads local fresh flavours with interactive mailboxes

Vita has transformed nearly 20 mailboxes in Hong Kong into large icons of its fresh tea series (維他新鮮茶), inviting citizens to taste the local fresh flavours of Hong Kong from three interactive experiences.

This follows Vita's transformation of over 100 mailboxes into giant icons of its Vita Lemon Tea (VLT) drinks in June, featuring four themes: “Hong Kong-style food” (港飲港食), “chit-chatting on campus” (Campus吹水), “outdoor activities” (Outdoor活動), and “having fun in Hong Kong” (港玩Chill吓).

Available until October, the “維他®新鮮茶造型郵箱 全新登場   3大新鮮體驗 加入互動裝置   完美感受「港新鮮 • 港茶味」” campaign is done in collaboration with media agency Carat. It aims to sustain growth momentum and capture peak-season business through the Vita Fresh Tea post box activation, surreal user-generated content (UGC), and premium redemption. A spokesperson from Vita told MARKETING-INTERACTIVE that the campaign targets the youth aged between 18 and 34. 

Embracing the theme of “港新鮮 • 港茶味”, the Vita Fresh Tea mailbox features designs inspired by classic Hong Kong landmarks combined with colourful fruits. The landmark designs include scenes from Tsim Sha Tsui, The Peak, Central waterfront, and Tsing Yi. These mailboxes are located across the city in areas such as Causeway Bay, Wan Chai, Mong Kok, Tsim Sha Tsui, and Kwun Tong.

Meanwhile, the wrapped mailboxes are equipped with a limited-time interactive scent device. On designated days and at specific locations, by pressing the green box lid, citizens can experience the fresh fruit aroma of Vita Fresh Tea. This aims to allow them to savour the fresh flavours of Hong Kong while personally experiencing the refreshing scent of fresh tea and appreciating the care that goes into its local production.

In addition to the mailboxes, Vita has offered an interactive experience. By accessing the designated webpage through links from Vita’s Facebook and Instagram posts or by scanning the QR code next to the mailbox, participants can play games to receive convenience store vouchers. Additionally, the 10 most creative participants will have the chance to win a popular Vita Fresh Tea-shaped night light. 

Vita Fresh Tea has also hosted a blind box giveaway event across various districts in Hong Kong. To participate, citizens can join the "Vita Fresh Tea AI Virtual Giant Lemon World" game, upload their adventure clips in public mode to their social media platforms, and use the hashtags @vitafamily and #維他新鮮茶. This will earn them one chance to draw a blind box, with instant wins for prizes, including the Vita Fresh Tea-shaped night light and a HK$100 Uber Taxi discount code!

The campaign is promoted through 360-degree integrated marketing communications (IMC), including out-of-home (OOH) advertising such as post boxes, as well as social media platforms such as Facebook, Instagram, and Xiaohongshu, according to the spokesperson. Additionally, mobile games, street sampling, KOL and PR coverage, in-store POS materials, and premium items are also included.

Don’t miss: Vita Fresh Tea celebrates freshness with new look featuring HK landmarks

Back in June, Vita launched a campaign to promote its new limited-edition packaging for its fresh tea series 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.

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