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Entrant: GIGIL, Manila
Brand: CoCo Tea Milk Tea
Title: "Cool"
Corporate Name of Client: Tobistro Foods, Inc.
Client President: Larry Evans Tan
Media Strategy Director: Margie Husmalaga
Media Planners: Carmel Asuncion/Rodel Yu
Chief Creative Officers: Badong Abesamis/Herbert Hernandez
Creative Director: Jeano Cruz
Associate Creative Director: Dana De Leon
Copywriters: Greggy Gregorio/Mond Angat/Alex Liamzon/Juancho Santos
Junior Copywriter: Yanz Muralla
Art Directors: Sam Padua/Quatro Los Baños/Rain Landingin/Erin Altares/Pau De Mesa
Junior Art Director: Kirsten Navarro
Agency Head of Art: Heninah Salud
Agency Editors: Joseph Linga, Klau Cruz
Agency Social Media Strategists: Fritz Dalawampu/Kaitlyn Gosiaco/Victoria Santiago
Agency Managing Partner: Jake Yrastorza
Agency Strategic Planners: Nanais Hernandez/Justin Kingsu/Auds Lao
Agency Account Supervisor: Nova Novido
Agency Group Account Directors: Beverly Lubid/Micco Balana
Agency Account Manager: Banj Sarmiento
Production Company: Arcade Film Factory
Director: Marius Talampas
Executive Producer: Sasa Abella
Producer: Denise Elizon

Description:
This is a film created to relaunch the boba milk tea brand CoCo Tea in the Philippines.

The film was based on these two insights:

1 Multinational analytics company Gallup, in its “State of the Global Workplace: 2022 Report” found workers in the Philippines to have the highest stress levels among employees in Southeast Asia. Half of Filipino workers who were surveyed for the report said “yes” when asked whether they experienced stress most of the day.

2 CoCo Tea boba milk tea comes in a cup with a tautly stretched plastic cover, a thick straw ...and the satisfying “pop” you get when you punch through the lid with its pointy end.

Could we frame that satisfying pop—produced with one forceful push, promising cool refreshment—as the catharsis that Filipinos need, when they’re looking for release from the stress of a workday?

The film has achieved:

*25.8M Views *118.7K Shares *1.3M Video Engagements *686.5% Outperformance of its Earned vs. Paid Media *11,100% Increase in Online Brand Mentions of CoCo Tea

Most importantly, the film boosted the sales of CoCo Tea by 33.44% (post-campaign vs. the same period the previous year).