The document outlines a marketing campaign for a new bottled white tea brand called TREASURE aimed at women aged 27-35. The 3 phase campaign begins with (1) a Facebook app that shows how stress can accelerate aging to trigger fears of aging, then (2) a sampling bus tour that provides samples of TREASURE tea to experience its calming effects, and (3) concludes with the release of a music video celebrating TREASURE for helping women stay young by keeping calm and taking care of themselves. The goal is to introduce TREASURE as a mental stabilizer that can prevent aging caused by losing balance in life.

1. Grand Test – TEA assignment

2. AGENDA
Background
Analysis
Brand
Ideation
Launching
Campaign
Rollout
1
2
4

3. Background
Analysis
Inspiring, promisingline of product
with FIERCEcompetition

4. Vietnam is the home of tea. Vietnam
has been a traditional tea-drinking
country, with many people drinking tea
regularly and the best ranked resources.
Yet the advantages of Vietnamese tea is
not properly exploited. RTD tea is
expected to grow with constant off-
trade value CAGR of 9% over the
forecast period. RTD tea will remain the
most sought-after type of soft drinks for
its health benefits, benefiting from the
rising health and wellness trend in the
country. More consumers will be
attracted to naturally healthy thirst-
quenching options like RTD tea, instead
of other choices like carbonates.
Vietnamese tea overview
Inspiring, promisingline of product …

5. RTD tea remained the most
consumed type of soft drinks in
Vietnam. RTD tea attracts
consumers for its naturally
healthy image. Thus, RTD tea
provides a convenient, cooling
and thirst-quenching format
that most people can enjoy,
which is more suitable for the
hot weather compared to hot
tea. Many RTD tea players also
focus on its health benefits in
their advertisement and
promotion campaigns,
continuously putting RTD tea
on top of consumer choices for
a soft drink.
NGK market – Tea segment overview
Tan Hiep Phat Group remained the
leading player in RTD tea with 41%
off-trade value share. The company
has a few highly successful
brands, such as Zero Degree Green
Tea and Dr Thanh. Tan Hiep Phat
was one of the first to launch RTD
green tea and RTD herbal tea in
Vietnam, both accompanied by very
strong marketing and advertising
campaigns to raise awareness of the
brands and their health benefits. As
such, it gained share quickly during
the review period. In fact, the
booming growth of RTD tea during
that period was attributed partially
to Tan Hiep Phat’s efforts.
…with FIERCEcompetition
Market growth
Market share

6. Generating Brand Idea through Consumer
insight, Category Truth and Product Truth
Brand
Ideation

7. CATEGORY
truth Purifier, healthy, stability

8. TARGET
customer Male and female (mostly female) aged 27-35, ABC, mostly in big cities
Appreciate cultureand deep perception

9. SEGMEN-
TATION
First
experiementer
First soldier Real soldier Social Climber
OUTLOOK
Attraction
Fear/weakness
Being out-of-date
EXPLORATION
Try and error
Fear/weakness
Being narrow
minded
PERFORMANCE
Progressive
Fear/weakness
Being left-
behind
BALANCE
Successful
Fear/weakness
Being unbalanced
18-22 22-25 26-29 30-35

10. Their interests shifted towards family Most of their time is spent on WORK, FAMILY, their own at the lowest
Their objectives starts with WE not I
Less time is spent on personal care, but they appreciate valued premium
products
They get swallowed by the social race, withour realizing they are losing balance – their deepest fear –
between WE and I. Their own selves are not treasured enough anymore, yet at this stage of life, they
deserve indulgence and calm.

11. CONSUMER
truth
I get carried away by my ambition that I tend to lose my balance. BUT I
got used to the speed and can not slow down. I wish there was a mean to
calm me down to treasure myself.

12. Instictive benetifit of white tea to create mental stability
PRODUCT
Truth
Only white tea has the biggest amount of catechin, the atioxidant
that create mental stability, reducing cholesterol, anti-aging.

13. CONSUMER
truth
PRODUCT
Truth
CATEGORY
truth
I wish there was a mean to calm me
down to treasure myself.
Instictive benetifit of white tea
to create mental stability
Natural Stabilizer
Treasure
you with
stability
BRAND IDEA

14. Packaging
Product
Price
Proposition
Place
People
Dominant color is light green and white. Premium
with 2 lines: glass and plastic
Bottled White tea
with falavoured
variants
High, premium
Mental stabilizer that treasure
your mind and body
Showroom, su
permarket, mi
nimart, instore
Calm, friendly,
progressive
staff
TREASURE
tea

15. BRAND
Positioning
statement
Provide what
need
To whom Different by
Reason to
Believe
Calmness to
treasure
oneself
Male and
female
(mostly
female) aged
27-
35, ABC, mos
tly in big
cities
Being the
first bottled
white tea on
the
market, attac
king the self-
indulgence
need
Oringinal
white tea
with
instictive
effect of
mental
stabilizer

16. Launching
Campaign
Rollout

17. CAMPAIGN
Background
TREASURE is a newcomer in bottled tea market
with a unique selling proposition and product.
(white tea with oringinal taste)
Current market it overwhelmed by many brands
that mostly focus on young people.

18. Campaign
OBJECTIVE
Communication objective
Deliver TREASURE’s unique product and
the inspiring proposition
Business objective
Introduce TREASURE to the market,
Drive trial and purchase

19. TARGET
audience Male and female (mostly female) aged 27-35, ABC, mostly in big cities
Unbalancing life, afraid of aging

20. Insight I don’t have time to take care of myself, I am afraid of getting old for over
stressful, losing balance in life. I wish for a stabilizer that save me from aging.

21. Big Idea I don’t have time to take care of myself, I am afraid of getting old for over
stressful, losing balance in life. I wish for a stabilizer that save me from aging.
STAY YOUNG
WITH WHITE
TREASURE
RESCUE
Big idea

22. I don’t have time
to take care of
myself, I am
afraid of getting
old over losing
balance in life. I
wish for a
stabilizer that
save me from
aging.
TREASURE you
with balance.
Keep calm and
avoid aging.
Trigger their fear
of aging by a
facebook app
showing how
stress can hasten
their aging
Let them
experience the
calming effect of
TREASURE by
time – machine
sampling tour
Celebrate the
amazing effect of
TREASURE by an
MV with
everyoung people
Insight Storyline
Brand Role
Stragegic
approach

23. Draw all attention to the
terrible effect of aging
Engage TA in the demonstration
of TREASURE
Amplify the accomplishment of
TREASURE
If you don’t spend enough
time taking care of
yourself, the aging effect is
terrible
Let’s calm down and treasure
yourself with TREASURE
Let’s celebrate the youthful
effect of TREASURE
TREASURE facebook app WHITE TREASURE RESCUE samling tour TREASURE MV
Objective
Key message
Key hook
Facebook Application
Influencer sharing
Advertorials, Editorials
Sampling tour
Influencer sharing
Advertorial, Editorials
TVC
SEO, SEM
MV
Influencer sharing
Advertorial, Editorials
SEO, SEM
Social tactics
Get to know Engage Get to love

24. MEDIA TOUCHPOINTS
Analyse to
choose
channels to
approach

25. Online Print Influencers
Social media
KEY MEDIA CHANNELS

26. Upload your
picture and
answer
questions about
your time
arrrangement
The app will
analyse and send
back your aged
picture
Influencers will
be the first to
play and share it
to their
followers.
Advertorials, Edi
torials to
dramatize the
aging effect of
not taking care
of yourself
input output Virality
Phase 1

27. Phase 2
Our Bus will
rescue the one
who played the
app and got
worried
The bus will stop
at
supermarkets,
malls, offices and
minimarts to
give wet
sampling
Share the
WHITE
TREASURE
rescue journey
on editorials,
advertorials,
recording the
tesimonials of
whom tasted
and realized the
effect and
oringinal taste
Digital
sampling
Traditional
sampling Virality

28. Phase 3
YOU DESERVE
MV by Ho Ngoc
Ha, emphasizing
that women
should stay calm
and spend time
to take care of
themselves, be
cause they
deserve
The YOU
DESERVE trend
on social world
to amplify the
meaningful
message of
TREASURE
Sharing on
Advertorials, Edi
torials, influence
r engagement