Brief
E-commerce has always been a key battleground for FMCG products in China. With the celebrity-centric campaign trends here, how do we leverage the brand's celebrity in driving purchase beyond just slapping their image on the product?
Concept
By re-imagining the product experience. With newly-minted ambassador Leo Wu — a popular teen idol in China — we incorporated him into the experience of opening up a packet of Lipton Fruit Tea.
Meet the Good Taste Mini Tea House: a 10-sachet box pack that transforms into a teahouse opened by our celebrity. Every time you pull out a sachet, you hear a greeting from him. Depending on the time and situation, you are always greeted with positive vibes — turning an ordinary box into something reusable and delightful.