Campaign details

Brand: FuzeTea
Lead agency: Dentsu Vietnam
Region: APAC

Strategy

Objective

The Ready-to-drink (RTD) Tea category in Vietnam is #3 by Volume and SOV on media. The category was witnessing an impressive growth with most of the brands maintaining their shares and with aggressive investments on TV from four key established players like Zero Degrees, C2, Tea+, and Dr. Thanh. 2018 saw a particularly busy year as TV spends increased by 18% over 2017.

FuzeTea+, a fusion of Tea, Peach Juice, Chia Seed, was a differentiated tea product in the market. 1 year after launch, Fuzetea+ base was still low and far behind its competitors with the awareness of 20%, Past-4-Week Trial of 3%; and brand performance was stagnant for 6 months.

Surrounded by brands which are heavy on traditional media, Fuzetea+ needed an innovative approach to drive significant brand awareness and trials.