Vita Lemon Ice Tea – Vitasoy

Launching the new Vita Lemon Iced Tea in the U.S., Vitasoy wanted to win with Asian millennials in a highly saturated and cluttered Asian beverage market.

Our campaign was designed to create an emotional connection by making VLT part of Asian youth culture. We partnered with the Fung Brothers – filmmakers telling authentic stories of Asian American youth – to create a short film, a music video, and a social media contest with Vita Lemon Iced Tea at the center. Leveraging their social channels allowed the campaign to reach a built-in audience, delivering almost 500,000 views in just a week. This unique creative partnership also delivered double-digit growth of the beverage post-campaign.

“I thoroughly enjoyed working with the APartnership team on our iced tea launch. They brought great creative thinking to all aspects of the campaign – from channel planning to creative development to leveraging partnerships and technology. With their help, we have found more effective ways to interact and engage with our target audiences, especially the Asian millennials.”

Carina Yeung, Marketing, Vitasoy USA