DESIGNER

Kelly Ying

PROFILE/DESCRIPTION

Company Profile

VITASOY is a Hong Kong desserts and beverages company operating under Vitasoy International Holdings Limited. Its headquarters are in Tuen Mun, New Territories, Hong Kong. Starting off in Hong Kong in 1940, VITASOY products are now sold in over 30 markets around the world, including the U.S., Canada, Europe, and Singapore. As taken from their website, its mission is, “At VITASOY, promoting consumer well-being is our number one priority. This is achieved through the provision of a variety of high quality nutritious foods and beverages. VITASOY, is an innovative company, a reliable employer, and a responsible corporate citizen dedicated to creating value for our shareholders”.  With its unwavering focus on delivering plant based products and sustainable packaging through their revolutionary Tetra Pak packaging system, a paper carton packaging system, VITASOY has become globally successful. Initially starting off producing high protein soy milk products, it has since branched out to a variety of desserts and beverage products. The products include fruit juice, milk, tea, soft drinks, water, and tofu, with some of them given the derivative brand name “VITA”. VITA Lemon Tea, launched in 1979, has become one of VITA’s most popular products in Hong Kong. Known as the world’s first read-to-drink lemon tea, it has become a staple in Hong Kong culture. With its perfect balance of lemon and tea producing a sweet and sour with a bit of bitter flavor, VITA Lemon Tea is one of VITA’s most well known products. 

Brooklyn Chinatown, New York, USA, zip code 11220. My target market is the midscale middle age family mix. As an immigrant gateway community, Multi-Culti Mosaic is the urban home for a mixed populace of Hispanic, Asian, and African-Americna singles and families. Brooklyn Chinatown is home to an urban community with mid-scale income. With many inhabitants being first-generation Americans, and many of them being Chinese (hence Chinatown), VITA Lemon Tea will have already been a familiar product and one that reminds them of their childhood and perhaps homeland. Packed with nostalgia, people will be willing to buy these products and share them with their children, passing down the flavors of their childhood and homeland. Even for people who do not know what VITA Lemon Tea is, coming to Chinatown and seeing an ad for a Chinese product with rather “recognizable/common” ingredients, people will be more willing to try it. People who are not Chinese may come to Chinatown to buy Chinesefood and along with it, maybe a drink to go with it. What better pairing is there to Chinese food than a nice chilled box of VITA Lemon Tea?

Brand advantages:

• Nutritious
• Sustainable
• Plant-based
• Association to VITASOY
• Available 
• Well known in Canton and Hong Kong region

Brand attributes:

• Great taste
• Affordable 
• Innovative
• Consistent

Brand experience:

• Tasty
• Enjoyable 
• Trendy

GOALS

Goals

My goal is to spread brand awareness by portraying VITA Lemon Tea as tasty, enjoyable, and trendy. The call to action would be to go buy VITA Lemon Tea. I want people who see the campaign to feel a craving for something to drink, specifically VITA Lemon Tea. No matter where they are going or how old they are, I want people to see the campaign and feel that VITA Lemon Tea is the ideal drink to bring anywhere anytime. I want people to remember the ad, and anytime they visit their local asian grocery store to see VITA Lemon Tea and feel inclined to buy it. My goal is for people who already know the brand to go buy it and for people who don’t know the brand to try it out after seeing the advertisement by making it more friendly and trendy.

DESIGNER

Kelly Ying

PROFILE/DESCRIPTION

Company Profile

VITASOY is a Hong Kong desserts and beverages company operating under Vitasoy International Holdings Limited. Its headquarters are in Tuen Mun, New Territories, Hong Kong. Starting off in Hong Kong in 1940, VITASOY products are now sold in over 30 markets around the world, including the U.S., Canada, Europe, and Singapore. As taken from their website, its mission is, “At VITASOY, promoting consumer well-being is our number one priority. This is achieved through the provision of a variety of high quality nutritious foods and beverages. VITASOY, is an innovative company, a reliable employer, and a responsible corporate citizen dedicated to creating value for our shareholders”.  With its unwavering focus on delivering plant based products and sustainable packaging through their revolutionary Tetra Pak packaging system, a paper carton packaging system, VITASOY has become globally successful. Initially starting off producing high protein soy milk products, it has since branched out to a variety of desserts and beverage products. The products include fruit juice, milk, tea, soft drinks, water, and tofu, with some of them given the derivative brand name “VITA”. VITA Lemon Tea, launched in 1979, has become one of VITA’s most popular products in Hong Kong. Known as the world’s first read-to-drink lemon tea, it has become a staple in Hong Kong culture. With its perfect balance of lemon and tea producing a sweet and sour with a bit of bitter flavor, VITA Lemon Tea is one of VITA’s most well known products. 

Brooklyn Chinatown, New York, USA, zip code 11220. My target market is the midscale middle age family mix. As an immigrant gateway community, Multi-Culti Mosaic is the urban home for a mixed populace of Hispanic, Asian, and African-Americna singles and families. Brooklyn Chinatown is home to an urban community with mid-scale income. With many inhabitants being first-generation Americans, and many of them being Chinese (hence Chinatown), VITA Lemon Tea will have already been a familiar product and one that reminds them of their childhood and perhaps homeland. Packed with nostalgia, people will be willing to buy these products and share them with their children, passing down the flavors of their childhood and homeland. Even for people who do not know what VITA Lemon Tea is, coming to Chinatown and seeing an ad for a Chinese product with rather “recognizable/common” ingredients, people will be more willing to try it. People who are not Chinese may come to Chinatown to buy Chinesefood and along with it, maybe a drink to go with it. What better pairing is there to Chinese food than a nice chilled box of VITA Lemon Tea?

Brand advantages:

• Nutritious
• Sustainable
• Plant-based
• Association to VITASOY
• Available 
• Well known in Canton and Hong Kong region

Brand attributes:

• Great taste
• Affordable 
• Innovative
• Consistent

Brand experience:

• Tasty
• Enjoyable 
• Trendy

GOALS

Goals

My goal is to spread brand awareness by portraying VITA Lemon Tea as tasty, enjoyable, and trendy. The call to action would be to go buy VITA Lemon Tea. I want people who see the campaign to feel a craving for something to drink, specifically VITA Lemon Tea. No matter where they are going or how old they are, I want people to see the campaign and feel that VITA Lemon Tea is the ideal drink to bring anywhere anytime. I want people to remember the ad, and anytime they visit their local asian grocery store to see VITA Lemon Tea and feel inclined to buy it. My goal is for people who already know the brand to go buy it and for people who don’t know the brand to try it out after seeing the advertisement by making it more friendly and trendy.