We were asked to reposition Coca-Cola Singapore’s green tea brand “Heaven & Earth” in 2007. Previously the brand had focused on a zen positioning. Our head of strategic planning, Francois, uncovered the truth – that green tea includes antioxidant ingredients which cleanse the mind and body. Useful when you’re a stressed out exec in today’s competitive city life. (Or for that matter, a monster with a sore head.)
This is the tvc, which was preceded by a guerilla campaign that dropped 15,000 pics of “Bruce” randomly around town and drove people to his MySpace and Friendster pages. (No Facebook back then.) Results? Heaven & Earth was the first stills brand to join Coca-Cola and Sprite in the 2million unit case club.
Blak Labs blog 