LIVE EVERYDAY CURIOUS

Developing a global brand platform with a social first approach to connect with Gen Z.

CHALLENGE

One of the biggest food and beverage trends over the last decade has been bubble tea, and within that category, Gong Cha has been growing year on year. Having become a leader within Taiwan, Korea, and Japan, they turned their attention to the rest of the world.

To fuel their ambitious expansion plans, they needed to attract a younger Millennial and Gen Z audience, whilst breaking into their daily habits and routines - disrupting coffee as their daily ritual.

The challenge, however, was that in this judgement-filled, social media-led world, this younger audience often goes along with the crowd, rather than risk standing out.

OUR
TRANSFORMATIONAL
APPROACH

Building upon this key audience insight, we developed a new global brand platform ‘Live Every Day Curious’.

Through a digital and social-first brand approach, we showed how much joy there was to discover new experiences and flavours.

Celebrating Gong Cha’s ever-expanding menu built return visits, and with it a new bubble tea habit. Our new global brand platform drives content and engagement at the speed of culture.

Working with local teams from Seoul to Sydney, Mumbai to Madrid, and Riyadh to Rome, we moved from brief to filming to posting in less than 48-hours. A hyper-flexible, agile approach allowing us to react to current events and trends like never before.

THE WORKTHE WORKTHE WORKTHE WORKTHE WORK

THE

RESULTS

This global brand platform has only recently launched, and we’ve already seen 10x growth in their social community. Most importantly, Gong Cha has just recorded a 70% increase in like-for-like sales across their core lines in key markets versus this period last year.