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Content Marketing, Creative


Digital Marketing, Paid Media

Taste of Japan

POKKA Singapore, established in 1977 by parent company POKKA SAPPORO FOOD & BEVERAGE LTD., JAPAN, 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”.

With a focus on constantly improving and innovating, coupled with numerous years of experience in the Food & Beverage industry, POKKA retained its position as the one of the best in the market. They are known as a renowned brand in the ready-to-drink (RTD) beverage, including the popular POKKA Jasmine Green Tea, market not only in Singapore, but also in over 50 countries across Asia, the Middle East and Europe.

The Challenge:

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.

The Solution:

Through secondary research, TEAM LEWIS identified specific data points on the motivations and behaviours of consumers in Singapore that drove our insights and ideas. We uncovered that many were investing in their health from a younger age and were willing to spend more on products that were healthier for them. We also discovered that consumers in Singapore had a strong affinity for Japanese culture, with Japan being a top travel destination by a vast majority on the island.

The Strategy:

We developed the overarching concept, “Authentically Japanese, Wherever You Are” that reiterated how POKKA Sencha and POKKA Houjicha were brewed with the same quality ingredients and craftsmanship synonymous with Japanese culture, for an authentic experience with every sip. It also emphasised how every bottle of would bring a taste of Japan to its drinker, and perhaps a reminder of the calm and soothing experiences that they had on their last trip to Japan.

The Execution:

TEAM LEWIS created a sensory 60-second video shot in a sprawling tea field in Japan with Mt Fuji as a backdrop that gave viewers a peek into the care and attention that goes into each bottle of POKKA Sencha and POKKA Houjicha. The full video was first published on POKKA’s YouTube channel and cutdowns were created for adaptation on other social platforms including Facebook, Instagram and TikTok.

We also created key visuals featuring clean aesthetics embellished with Japanese design elements to align with the creative and video treatment. The accompanying visual copy touched on themes of tranquillity, authenticity and travel to ensure further engagement and recall with viewers. These static visuals were utilised at Bus Stops and Programmatic Displays, in-store collateral and on social media.

“Authentically Japanese, Wherever You Are” also served as the inspiration for other concurrent marketing and communications activities that POKKA rolled out during the campaign period.

Key Results:

Derived through month-on-month comparisons of POKKA social platforms. TEAM LEWIS’ concepts and executions were a part of other ongoing marketing efforts from POKKA during the campaign period which yielded the results as a whole.

  1. Instagram:
    • 20.5% growth in followers
    • Accounts engaged increased by 104%
  2. Facebook:
    • Increased page likes by 3,873 during the campaign period
  3. YouTube:
    • Commercial video had over 457,000 views with an average percentage viewed of almost 93.3%
  4. TikTok:
    • An increase of 882 followers (+130%), attributed to the campaigns

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