人人都是奶茶大師
EVERYONE CAN BE MILKTEA MASTER!
Join us in celebrating the beloved milk tea tradition!
About the project
Black and White Milk collaborates with Sammy to target young consumers, emphasising its core position in Hong Kong-style milk tea and encouraging everyone to become a milk tea master. The campaign includes celebrity endorsements, digital strategies, OOH, pop-up stores, POSM, premium products, social events, and TVC services, enhancing brand awareness and recognition, becoming the first choice for authentic Hong Kong-style milk tea.
Year: 2018
Service: Strategy, creative, production, media & distribution
Client: Black & White Milk
The Challenge
- How to improve B&W Milk’s brand relevance among young consumers
- How to extend B&W Milk’s leadership position from being a top beverage ingredient to dominating the retail market
The Solution
Connecting B2B2C with complete 360 solutions, our goal is to establish BW Milk as the core ingredient in every cup of Hong Kong-style milk tea. To achieve this, we have enlisted Sammy, our brand ambassador, to share his extensive knowledge of milk tea and help EVERYONE BECOMING A MILK TEA MASTER!
TV / Online video
Key Strategy
| THE “4E” JOURNEY
Expose
Interact with consumers at the POP-UP Store.
- Enhance Brand’s image
- Create a unique experience
- Increase the brand’s relevance to young consumers
Elaborate
Generate great brand impressions with Sammy as the spokesperson.
- Elevate traditional milk tea culture to contemporary art
- Share knowledge of craftsmanship with the general public
Engage
Play our game and get rewards.
- Create engagement on digital platforms with a treasure hunt game
- Easily accessible with 1,500 on-ground tea shops
Enjoy
Drinking milk tea is becoming top-of-mind at various local restaurants.
- Reward consumers to encourage retention
- Advocate for milk tea culture and sustain the brand
Overall results:
- Brand awareness rise to 97%
- 85% recognized B&W Milk Tea is 1st choice of HK-styled authentic Milk Tea
- 97% claimed they would go to teashop using B&W
Key Achievement:
- 11k+ VISITORS
- 280k+ VIDEO VIEWS
- 100k+ PREMIUMS REDEEMED @1,500 TEASHOPS
- 5k+ COMMENT/LIKE/SHARE
