Heaven & Earth Green Tea

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.

Author: cb1ndustri

I'm an award-winning creative leader with proven experience in creating integrated teams that deliver both creative and business success. Blak Labs is my new integrated micro agency set up late 2010 with friends in Singapore. These posts reflect my thoughts, things I like and work that we develop as we grow...

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