VITA Lemon Tea asks audiences to enjoy every moment in latest campaign

VITA Lemon Tea has recently rolled out a regional campaign, highlighting the bittersweetness of the beverage and celebrating the moments that lemon tea brings. 

The campaign builds on VLT's iconic bittersweetness and draws on people’s life experiences. The creative message connects the “real tea, real lemon” attribute to emphasise that one should stay true and enjoy the real self in every moment.

“The ‘Conquer-it-all’ mindset has been a great success in creating emotional connection for VLT. People get the bittersweetness and the attitude it represents, and they like it. To evolve from that and to create a shared belief that today’s youngster resonates positively, we highlighted this quality of authenticity and being real, taste wise and life wise,” said Jeffry Gamble, chief creative officer of dentsumcgarrybowen Hong Kong.

“We want to continue building strong connections with our customers and remain relevant. Our new branding talks about being real. It’s a quality that we want our customer to not only enjoy (from our tea), but also to embrace into their life, to stay true and live to the fullest," said David Kim, group chief marketing officer of Vitasoy International.