CLIENT
Coca Cola Taiwan
Lydia Yang, Marketing Manager
AGENCY
Ella Hsu, Business Director
James Han, Account Director
Jimmy Fan, Planner
Ping Huang , Account Executive
Rita Weng, Planning Director
Sam Huang, Associate Creative Director
Tung Wang, Copywriter
Vivien Chou, Creative Director
SUMMARY
The RTD tea market in Taiwan is highly sophisticated and fiercely competitive. Our brand, Real Leaf, had been stuck at No.2 for years, lagging far behind the dominant brand, Tea King. In 2018, Real Leaf launched a new variant, with theanine, a relaxation-inducing ingredient. To break through the impasse, we decided to rise above and explore relaxation at a higher societal level. Since Taiwan is an excessively hardworking society, we created a social movement leader, the Minister of Do Nothing, who lead people to champion relaxation as a societal emergency. After the champaign, Taiwanese workers were gripped by the philosophy of Do Nothing, and with just one campaign, Real Leaf overtook Tea King, and Real Leaf’s market share reached a historical high.
