Vita transforms mailboxes into giant lemon tea drinks across HK

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. 

A spokesperson from Vita told MARKETING-INTERACTIVE that while the campaign primarily targets young people aged between 18 and 24, it has also expanded its audience to include individuals aged between 25 and 40 who seek genuine taste indulgence, enjoyment and excitement.

The 100 mailboxes throughout Hong Kong have been transformed into iconic VLT designs, featuring four themes, including “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).

According to the spokesperson, the campaign is promoted through out-of-home (OOH), events and digital channels. Through these creative displays, Vita aims to build VLT brand equity with engaging content and disruptive media execution, while also enhancing brand relevance for the local young audience. The goal is to create buzz through online and offline (O+O) activations and event-driven initiatives.

Several netizens said on Threads that they find the giant VLT drink displays interesting, a check by MARKETING-INTERACTIVE saw. While some described the displays as creative and cute, others said they wanted to visit and take photos with them.

Don’t miss: Vita HK promotes revamped packaging with new campaign

Most recently, 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.

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