Vita HK promotes revamped packaging with new campaign

Vita has unveiled a new campaign to promote the revamped packaging of its no-sugar cold brew tea series and engage with the working population in Hong Kong.

This follows Vita’s launch of a new semi-transparent design for its no-sugar cold brew tea series to maintain freshness. The shape of the tea leaves highlights the authentic flavour, allowing consumers to see the tea inside the bottle, enhancing authenticity. The paper packaging has also been revamped with a minimalist style that reflects modern aesthetics.

Available until June, the “維他冷泡無糖茶全新包裝 冷泡回甘 醒神Keep Going 推廣活動” campaign is done in collaboration with creative agency Havas and media agency Carat. A spokesperson from Vita told MARKETING-INTERACTIVE that the campaign targeted the working population aged between 18 and 34. In addition to promoting the revamped packaging of Vita's cold brew no-sugar tea series, the campaign aims to reinforce Vita’s brand equity by owning the “cold brew” attribute and highlighting relevant consumer benefits.

In alignment with the brand message of “Keep going,” the campaign has featured a new AR interactive game featuring visuals of tea leaves and energy waves. Participants can visit the designated website to play the game and share their AR photos on social media for a chance to win prizes, including a year’s supply of Vita cold brew no-sugar tea.

To further engage with the audience, Vita has launched out-of-home (OOH) ads at Hong Kong Station starting 17 May for two weeks, targeting the area's working professionals. The campaign has featured an action-sensing AR interactive device. When it detects passersby, energy waves similar to those on the promotional materials will appear behind them on the AR screen, representing a full day's worth of positive energy. The “Keep Going” message will also reach Causeway Bay Station, inspiring everyone to enjoy Vita cold brew no-sugar tea and keep going throughout the day.

The campaign is also promoted through digital e-crowns on escalators and wall posters, as well as bus body ads, MTR trackside digital media zones, and 12-sheet panels. A new video has been unveiled on office lobby TVs and across social media platforms, including YouTube, Facebook, and Instagram. Additional efforts include street and office sampling, digital ads, third-party social media, KOL and PR coverage, and in-store POS materials.

Don’t miss: Vita HK empowers youngsters to find their paths with integrated campaign

Back in December last year, Vita encouraged Hong Kong youngsters to pursue their desired paths through its campaign titled “澀得起 Discover my way”. 

The campaign aligned with the values of Hong Kong youngsters, who emphasised self-focus and disregard for others' opinions, follow their passions to achieve their dreams, embrace challenges without fear, cherish freedom, and resist being constrained by rules.

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