Bronze
Creative Strategy
Cultural Insight
| 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:
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).