Yeo’s ignites dragon fever with fiery beverage collab

Beverage brand Yeo’s is soaring to new heights through a fresh collaboration with Universal Studios.

The tie-up features limited-edition packs of chrysanthemum tea, first harvest green tea, immuno soy milk, and lychee drink, each decked out with a fan-favourite dragon from the beloved How to Train Your Dragon franchise. The highly anticipated film is set to hit cinemas on 12 June this year.

In a series of Instagram posts, Yeo’s Malaysia and Singapore unveiled visuals of the dragon-themed packs, urging fans to “quench their dragon thirst” with the new beverages.

Don't miss: Yeo's goes rogue, rips up classic green tea packaging for Brat Summer

Yeo’s Malaysia is also running a “quench your dragon thirst” contest, offering RM30,000 worth of prizes. Fans stand a chance to win a trip for two to Universal Studios Singapore or a pair of movie tickets to catch the film.

Over in Singapore, the brand is giving away a pair of Universal Studios Singapore tickets, while six weekly winners will receive How to Train Your Dragon movie passes for four.

MARKETING-INTERACTIVE has reached out for more information. 

Yeo's is no stranger to bold packaging moves. In August last year, the brand went rogue by stripping away its existing labelling on its First Harvest Green Tea packaging and redressing it in with a neon green shade and low-resolution text popularised by pop star Charli XCX’s release of her 6th album BRAT.

"Most people don’t associate Yeo’s with green tea. So, it might come as a surprise that Yeo’s, known for its authentic flavors like the signature chrysanthemum tea and soy milk drinks, produces the highest quality green tea made from first harvest tea leaf buds- richer in antioxidants than any other variants on the market," said Yeo's in a statement at the time.

In another dragon-themed campaign, Yeo's marked 2024's Year of the Dragon with a 'Savour the Joy of Togetherness' campaign featuring a heart-warming brand video and limited-edition packaging for its packet drinks.

The packaging featured a dragon, phoenix and lion, along with traditional good fortune greetings. The mythical creatures each represented good luck and prosperity in the Lunar New Year. For the CNY celebrations this year, the brand launched three packaging designs featuring the fortune cat, a vibrant symbol of prosperity and luck.

The most recent How To Train Your Dragon collaboration follows the brand's launch of "Gen Tea" earlier this month - a fresh take on identity and national pride brewed just for Singaporeans. 

The tongue-in-cheek campaign, conceptualised by Forsman & Bodenfors’ in-house agile content arm F&B Studios, taps into a long-standing mystery, the ‘T’ prefix on NRICs issued to Singaporeans born after 2000. While the letter has never had an official meaning, Yeo’s has stepped up to offer its own interpretation where 'T' stands for 'tea'.

Framed as a rallying call for tea lovers, the campaign introduces "Gen Tea" as a proud generation with Yeo’s first harvest green tea as its beverage of choice.

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