Digital Marketing Asia 2024 Singapore
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
Yeo's brings chrysanthemum tea to life with multi-sensorial display at Gardens by the Bay

Yeo's brings chrysanthemum tea to life with multi-sensorial display at Gardens by the Bay

share on

Beverage company Yeo Hiap Seng, better known as Yeo’s, is celebrating the beauty of the chrysanthemum flower and its popular chrysanthemum tea drink with a multi-sensorial display at Gardens by the Bay. 

Called the Drinkable Garden, from now until 13 October 2023, visitors to the installation will learn more about how Yeo’s chrysanthemum tea is made. From the harvesting of flower petals to the drying process and brewing techniques, consumers will be walked through the entire process. 

The brand's installation, done in partnership with its creative agency Forsman & Bodenfors and botanical studio This Humid House,  was inspired by three chrysanthemum brews: Yeo’s signature Chrysanthemum Tea, the newly launched rare Snow Chrysanthemum Tea, and a 'test-kitchen' Rose-Infused Chrysanthemum brew. Through the installation, Yeo's aims to cultivate a more sustainable production practice by including and exploring new variants of chrysanthemum flowers in its line of drinks, according to the brand. 

Don't miss: Yeo's unveils new sleek and modern logo and packaging

“Yeo’s recognises that promoting diversity within its largest product ingredient will significantly impact its reliance on a singular crop and contribute to a healthy supply of chrysanthemum flowers for the future,” said Yeo’s when MARKETING-INTERACTIVE reached out. 

“Our Yeo's Drinkable Garden is a reflection of the core values of our signature drink - real chrysanthemum flowers filled with aroma and flavour, brewed in its purest form with no compromise on taste - a true celebration of the best of our heritage combined with creativity and innovation,” said Ong Yuh Hwang, CEO of Yeo’s.

yeos drinkable garden

“The installation of beautiful blooms in Yeo's Drinkable Garden is a stunning example of such floral artistry and will complement the visitor experience in Flower Dome,” said May Yeo, assistant CEO at Gardens by the Bay.

“In commemoration of Mr Lee Kuan Yew, Gardens by the Bay is also one of the venues for distribution of the special edition pack of chrysanthemum tea, to pay tribute to his centenary,” Yeo added.

The special edition Yeo’s signature Chrysanthemum Tea, which commemorates the centenary of Singapore’s founding Prime Minister, the late Mr. Lee Kuan Yew, will also be featured and given away for free at the installation.

However, netizens have voiced their objections to Yeo's controversial use of the late Prime Minister’s image on their product, according to media intelligence company Truescope. Online conversations about the new packaging have deemed the move inappropriate and disrespectful, asserting that Singapore's founding Prime Minister should remain beyond the reach of commercial endeavours.

Through the partnership, Yeo’s will be supporting the Gardens by the Bay's inaugural Flower Carpet, which will open on 23 September at Supertree Grove and the upcoming Chrysanthemum Charm floral display at the Flower Dome which opens on 29 September. The Chrysanthemum Charm is inspired by the open grasslands reminiscent of the steppes of Mongolia and features diverse varieties of chrysanthemums said the brand.

Join #PRAsia on 2 November in Singapore and 8 November in Malaysia, connecting 100+ PR and communication leaders worldwide to share ideas, forge partnerships, and unlock endless possibilities.

Related articles:
Yeo's and FairPrice launch special edition cans with quirky characters
'pls share tis with friends n loved ones': Gardens by the Bay targets seniors in new garish campaign
Singapore Tourism Board partners Roblox to launch new immersive experience

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window