Background

Myanmar has become increasingly competitive in the beverages category, with most brands having nothing interesting to say but rather flooding the market with advertising and promotion.

Coca-Cola wanted to not just launch a new category (ready-to-drink tea) but lead that category with its "Heaven & Earth" brand. With a limited budget, we had to achieve commercial leadership and communications impact through a single event.

Objectives:

  • Take the lions share of the Ready-to-Drink Tea (RTD) Category Shape, develop and lead the category by becoming #1 RTD tea in Myanmar by 2019.
  • Differentiate key messages from other beverage brands, finding non-traditional uses of influences, events, PR to tactically deliver messages en masse.
  • Raise awareness of product among youth.

Target Audience Insights