The document outlines a marketing campaign for a new RTD white tea brand called TREASURE in Vietnam. The campaign involves 3 phases: 1) Triggering awareness of women's sacrifice through social media debate and sampling tour. 2) Encouraging product trial through digital and physical sampling booths. 3) Celebrating women's self-indulgence with a concert event featuring female celebrities. The goal is to introduce TREASURE as a mental stabilizer that helps women maintain balance in their busy lives.

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,
supermarket,
minimart,
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,
mostly in big
cities
Being the
first bottled
white tea on
the market,
attacking the
self-
indulgence
need
Oringinal
white tea
with
instictive
effect of
mental
stabilizer

16. Communication Big idea
KEEP CALM and
LOVE YOURSELF

17. SELFINDULGENCE

18. Launching
Campaign
Rollout

19. 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.

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

21. TARGET
audience Male and female (mostly female) aged 27-35, ABC, mostly in big cities
Unbalancing life, not caring for themselves enough

22. Communication Big idea
I consider sacrificing my self indulgence to take care
of my work and family an obvious responsibility. Yet I feel
self-pity and appreciate people who care for me.

23. LOVE
YOURSELF
FIRST
Big idea

24. I consider
sacrificing my
self indulgence
to take care of
my work and
family an
obvious
responsibility.
Yet I feel self-
pity and
appreciate
people who care
for me.
TREASURE you
with balance, for
you to love
yourself
Trigger women’s
awareness of their
sacrifice by a
social debate of
women’s
responsibility
Let them
experience being
taken care of by
TREASURE and
their inspiring
effect
Celebrate the
amazing effect of
TREASURE by
WOMEN
TREASURE
concert
Insight Storyline
Brand Role
Stragegic
approach

25. Trigger women’s self-pity
Let them experience being
taken care of by TREASURE
Amplify the meaningful
accomplishment of TREASURE
Women has sacrificed too
much for work and family, it’s
time for them to be treasured
Let’s calm down and treasure
yourself with TREASURE
Let’s celebrate the meaningful
effect of TREASURE
Social debate WHITE BREAK SAMPLING TOUR WHITE TREASURE CONCERT
Objective
Key message
Key hook
Advertorials, editorials
Viral clip
Social stunt
Press conference
Sampling tour
Influencer sharing
Advertorial, Editorials
TVC
SEO, SEM
Event
Promotion
Influencer sharing
Advertorial, Editorials
SEO, SEM
Social tactics
Get to know Engage Get to love

26. MEDIA TOUCHPOINTS
Analyse to
choose
channels to
approach

27. KEY MEDIA CHANNELS
Online Print Influencers
Social Media

28. PHASE 1
Did you forget to treasure yourself?

29. A letter of an anonymous girl
feeling pity being a
woman - addressing women
in her house as obvious
maids. Stating universal facts
that women don’t have
enough time to take care of
themselves.
Influencers to jump in share
their own experience being a
woman in demanding modern
life. A woman can’t help
but fight for her ambition
and lose time to take care
of herself.
Stunt Peak
Storyline
TREASURE jumps in
through a press conference
introducing our product and
sampling tour that is about to
give women a break with
its unique functionality,
and spend time to treasure
herself
Solve

30. Modern life has rewarded us with more
opportunities, yet challenge us to balance
between our ambition and the instinctive
vulnerability of women.
They say we are born to be loved, but we
work 9 to 5 as much as any man, and still
have to clean the house, to cook… We can
feel our skin getting dry, our face getting
more and more creases
I pity myself being a woman.
Social stunt with pitiful letter

31. They say I am blessed
being a tycoon’s wife. Yet I
have to sacrifice my time
proving that I deserve that
blessing. I gradually skip
my exercises, my spa days,
my going out with friends.
I do feel a bit of pity as the
letter stated.
I get tired trying to be
a perfect wife. I want
to dance, to live my
days as youthful as
they was. I wish to be
taken care of.
Being a strong
woman has taken
away from me the
right to be
vulnerable, to be
taken care of…
Influencers sharing

32. Press Conference
Venue: Ly’s club/ White Palace /
It happens to be a closet /
Anamandara Dalat
Participants: Treasure
representatives, Linh Nga, Ngo
Thanh Van, Tang Thanh Ha,
media
Concept: tea party for women to
treasure themselves
Content: product introducing,
sampling tour launching,
concert introducing

33. PHASE 2
Treasure yourself with our WHITE tea

34. Storyline
A rich banner on media
channels. Interactions are
rewarded with indulgence
Wet sampling at supermarkets,
malls, offices and minimarts in
special white tea party booth
Influencers’ sharing about good
taste and meaningful proposition.
Digital
sampling
Traditional
sampling Virality
Corporate PR: white tea story, special processing technology to preserve

35. CLICK
IF YOU
LOVE YOU
Rich banner
Do you want a real TREASURE white cup?
Click THE BOTTLE

36. Our booth is a tea party where women calm down, enjoy good white tea
and indulge themselves
Sampling booth

37. Social seeding
I’ve just had good
white tea at
WHITE BREAK
Just had white tea,
feel so calm 
I feel loved sharing
with women friends
at WHITE booth

38. PHASE 3
Let’s celebrate our indulgence

39. Storyline
Promotion runs as the
campaign begins to give ticket
to the special WHITE
CONCERT to celebrate the
indulgence of women. Teasing
about the event as the
sampling tour goes
Special concert celebrating
women’ s self indulgence with
special performance of female
celebrities
Amplify the amazing concert
dedicated for women.
Pre In Post

40. Find ticket to WHITEconcert under our caps
Promotion

41. • Amazing performances of our
ambassadors
• Special white tea party
• Spa experts sharing white tea
tips
A day for women to feel loved
Event highlights