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Vitasoy’s quirky ad brings the once iconic drink back to life

DDB Group Hong Kong has developed an integrated campaign to launch Vitasoy’s ready-to-drink coffee milk tea product, Yuanyang (鴛鴦).

Yuanyang, a mixture of coffee, tea and milk, is a staple drink in Hong Kong and widely acknowledged as part of its cultural heritage. The drink is named after the concept of pairing up two unlike items. But in recent times, top of mind awareness and familiarity of Yuanyang has been lost by a generation of younger customers.

To bring the iconic drink back to life, the TVC features quirky characters using various Yuanyang-inspired subjects, ranging from fashion, food to home product.

“Vita has always embraced a big vision of encapsulating the authentic Hong Kong taste for Hong Kong consumers; Following the launch of HK style milk tea, now consumers can enjoy another authentic Hong Kong taste – Yuanyang anytime, anywhere,” a spokesperson for Vitasoy said.

The agency was tasked to create a stronger connection with younger consumers to ensure it becomes part of their daily life.

“Hongkongers named this drink, coffee mixed with milk tea, Yuanyang, borrowing the connotation of a ‘pair’ of two unlike items,” explained Benny Ko, director of client services of DDB Group Hong Kong.

“This connotation can also be found in different aspects of daily lives of young Hongkongers, such as fashion, food and activities. We developed a TVC that amplifies Yuanyang in an engaging and interesting way to connect with the younger generation and bring the brand to life.

“This encouraged Vita Yuanyang to become a movement among young people in Hong Kong.”

The campaign also runs on social media, moving trucks and point-of-sale.

Credits:
Client: Vitasoy International Holding Ltd.
General manager: Irene Tsui
Executive creative director: Clifford Ng
Director of client services: Benny Ko
Group creative director: Frankie Fung
Associate creative director: Roy Ha, Anderson Wan
Art director: Jeffery Foo
Associate account director: Cafy Choi
Account executive: Ducky Wong
Head of TV production: Annie Tong
TV producer: Wong Wai Hung

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