The campaign invites free-style rapper MC Jin and Wan Kwong, an 80s popular singer known for his use of Cantonese slang to reflect the lives of the lower class in Hong Kong.
Rather than promoting the beverage like any other sugary drink, Vita’s campaign draws on life experiences. The ‘bittersweet’ aftertaste becomes the brand’s new focus.
Bittersweet is often preserved as a negative emotion, but in this campaign, it is redefined as the attitude of a survivor, who ‘can take bitter’.
This display of an inner-strength attitude parallels the current trend of companies launching supportive campaigns to cheer up Hong Kong residents during the economic downturn.
Draftfcb has been handling the account for the past three years. “A lot of campaign ideas only create a short buzz among the community, but I think this Vita campaign of ‘bittersweet’ can become a long-term sustainable idea for the brand,” said Simone Tam, the agency’s managing director in Hong Kong.
“We wanted to celebrate Vita Lemon Tea’s very own, irreplaceable taste. This taste of VLT is very differentiating from competitors, it’s strong, rich and unique. It’s the reason why consumers love VLT so much... By executing in a young and exciting way, we are able to keep our brand relevant , vibrant , contemporary and in keeping with today’s young adults," explains Lana Chiu, senior marketing consultant of Vitasoy.
Lyrics Synopsis: Wan Kwong: The meaning of Bittersweet. I knew when I was just a teen.
MC Jin: What’s in the past, stays in the past.
Vita Lemon Tea gives the meaning of Bittersweet, a whole new light.
That Bittersweet taste on your tongue, sticks around for pretty long.
A taste that got depth and a real attitude.
It goes down real with Bittersweet, because the mix of tea and lemon is perfect.
If you can handle Bittersweet, you’re unique like nobody else.
That’s what we like.
Tagline: Bittersweet, that’s me alright!
Credits:
Project Bittersweet, That’s Me
Client Vitasoy International Holdings
Creative agency Draftfcb, Hong Kong
Executive creative director Raymond Chau
Creative directors Valeria Au Yang, Sammy Law
Copywriter Joe Yue
Art director Gabriel Wong
Associate art director Crystal Wong
Senior producer Jacqueline Ho
Production company Shower Film
Director Ringo Wong
Music Ben Chong
Post-production house Ping Pong
Director of client services Karrie Lam
Group account director Kenny Wong
Account executive Ole Luk
Exposure Television, print, radio, outdoor, online, events
Rather than promoting the beverage like any other sugary drink, Vita’s campaign draws on life experiences. The ‘bittersweet’ aftertaste becomes the brand’s new focus.
Bittersweet is often preserved as a negative emotion, but in this campaign, it is redefined as the attitude of a survivor, who ‘can take bitter’.
This display of an inner-strength attitude parallels the current trend of companies launching supportive campaigns to cheer up Hong Kong residents during the economic downturn.
Draftfcb has been handling the account for the past three years. “A lot of campaign ideas only create a short buzz among the community, but I think this Vita campaign of ‘bittersweet’ can become a long-term sustainable idea for the brand,” said Simone Tam, the agency’s managing director in Hong Kong.
“We wanted to celebrate Vita Lemon Tea’s very own, irreplaceable taste. This taste of VLT is very differentiating from competitors, it’s strong, rich and unique. It’s the reason why consumers love VLT so much... By executing in a young and exciting way, we are able to keep our brand relevant , vibrant , contemporary and in keeping with today’s young adults," explains Lana Chiu, senior marketing consultant of Vitasoy.
Lyrics Synopsis: Wan Kwong: The meaning of Bittersweet. I knew when I was just a teen.
MC Jin: What’s in the past, stays in the past.
Vita Lemon Tea gives the meaning of Bittersweet, a whole new light.
That Bittersweet taste on your tongue, sticks around for pretty long.
A taste that got depth and a real attitude.
It goes down real with Bittersweet, because the mix of tea and lemon is perfect.
If you can handle Bittersweet, you’re unique like nobody else.
That’s what we like.
Tagline: Bittersweet, that’s me alright!
Credits:
Project Bittersweet, That’s Me
Client Vitasoy International Holdings
Creative agency Draftfcb, Hong Kong
Executive creative director Raymond Chau
Creative directors Valeria Au Yang, Sammy Law
Copywriter Joe Yue
Art director Gabriel Wong
Associate art director Crystal Wong
Senior producer Jacqueline Ho
Production company Shower Film
Director Ringo Wong
Music Ben Chong
Post-production house Ping Pong
Director of client services Karrie Lam
Group account director Kenny Wong
Account executive Ole Luk
Exposure Television, print, radio, outdoor, online, events
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