Vita Lemon Ice Tea – Vitasoy
Vitasoy sought to make Vita Lemon Tea (VLT) stand out in the cluttered Asian beverage market as they expanded into North America. Already a hit among young consumers in Hong Kong, VLT needed a strategy to capture the attention of Asian American youth and drive sales.
We designed a digital-first campaign to embed VLT into Asian American youth culture. Partnering with the influential content creators, the Fung Bros, we leveraged their strong following to generate excitement and engagement. The campaign featured an original song, VLT, and an interactive Instagram contest inviting fans to reinterpret the acronym for a chance to win a trip to Hong Kong.
To maximize impact, we extended the partnership beyond digital engagement into in-store displays and promotional materials at key Asian grocery chains, ensuring a seamless connection between online momentum and real-world product discovery. This integration reinforced VLT’s presence at the point of sale, turning engagement into action and driving purchase intent.
The campaign’s main video reached nearly 500,000 views in one week with minimal paid support while the strategic integration across digital and retail helped VLT exceed sales expectations by 24%. More than just launching a product, we created a movement that turned curiosity into conversions and a niche favorite into a must-have.
