POKKA - JGT 25th Anniversary

Problem

POKKA Singapore is a leading beverage company in Singapore and Asia-Pacific. The company manufactures and markets a wide range of beverages under the reputed brand name “POKKA”.

POKKA Jasmine Green Tea (JGT) has been a familiar ready-to-drink (RTD) beverage in Singapore for over 25 years, and a preferred non-carbonated choice by many on the island.

TEAM LEWIS was tasked to create a campaign that would help JGT rekindle its connection with POKKA’s consumers, establish their position in the Ready-To-Drink tea space. To do so, we had to build a strong brand love amongst younger consumers while keeping POKKA JGT at the top-of-mind for consumers who grew up with the beverage.

With a trend in consumers in Singapore becoming more health-conscious, the brand was now looking to raise awareness and capture market share with their recently launched No Sugar Added (NSA) variants – POKKA Sencha and POKKA Houjicha, and further strengthen their position in the RTD tea space.

Solution

We conducted a customer insights poll and survey with our insights team, and that served as the foundation of our campaign. This enabled us to craft an effective strategy with the overarching campaign concept.

The data showed that many consumers in Singapore shared strong memories that involved POKKA JGT, especially through their formative years in school and as young adults, which brought them closer to friends and family in their lives.

“The Evergreen Taste of Home” was all about a celebration of significant and everyday life moments that POKKA JGT had also very much been a part of in consumers’ lives. This leveraged on the familiarity that the brand already had with its consumers and emphasised how the drink is still a part of experiences in Singapore life.

We further identified four key moments that struck a sense of nostalgia and resonated most strongly with consumers based on their own personal experiences. These moments became the key messaging pillars that cut across our entire campaign.

“The Evergreen Taste of Home” also served as the inspiration for other concurrent marketing and communications activities that POKKA rolled out during the campaign period.

POKKA JGT 25th anniversary friends playing ad

Execution

Employing a multi-faceted approach this campaign, we sought to leave a lasting impact with all Singaporeans.

TEAM LEWIS first created a story-led 129sec digital video that followed a young couple through their life’s experiences growing up together and encapsulated the four different themes that were identified from our research. Various cutdowns of the main video were also created for optimisation on social platforms including YouTube, Facebook, Instagram, and TikTok.

We created a series of four key visuals based on the four key moments from our survey. These key visuals were used for Out of Home media including bus stop 6-sheets, programmatic displays, supermarket in-store displays, and were further adapted for social media.