Campaign details

Award show: ROI Festival
Award category: Creative Integration
Award level: Gold
Brand: Real Leaf
Brand owner: Coca-Cola
Campaign name: 'Ministry Of Doing Nothing'
Agency: Ogilvy Taipei
Industry category: Non-alcoholic Drinks
Release date: June 2018
Budget: RMB 2-5 million
Region: Taiwan


Background

Taiwan consumes more than 700 million litres of ready-to-drink (RTD) tea a year. With more than 21 bottled tea brands sharing this market, Taiwan is one of the most competitive tea markets in the world. Most rivals have similar advertising tones of voices and little difference in product benefits, leading to homogeneity in the Taiwanese RTG tea sector.

For the past five years, Real Leaf (owned by Coca Cola) has ranked second in terms of market share, lagging far behind the top brand, Tea King (owned by Uni-President). In 2018, the former launched a new green tea product that contains a particularly relaxing active ingredient L-theanine.

Objectives