To give Singaporeans a taste of real Japan, we used Maikos (Geishas) as a visual representation of Ayataka’s origin. Over 3 months Maikos stormed Singapore & introduced Singaporeans to an authentic green tea.

We started with a video asset that showed Maikos in Kyoto choosing Ayataka. Bringing the video to life, Maikos appeared in the most popular dining places in Singapore – the hawker centers, offering the throngs of people a chance to participate in the world’s largest tea party!

In one of the biggest blind taste tests, over 17,000 Singaporeans were asked to try 3 samples & vote for the most authentic green tea. Bloggers & popular food writers were also invited to a Japanese food pairing served by the Maikos.

Strategically placed OOH & geo-targeting on mobile, serving Ayataka ads with clear call-to-actions when users are within proximity of Pokka strong Hawker Centers.

The common Japanese thread across all communication became a new fad in Singapore and caught consumer's fancy.

Consumers started posting pictures of their own twists to the classic Maiko pose.

Over 1500 pictures appeared online #Ayataka, challenging Pokka’s hold on all things Japanese.

Awareness for the new product recorded an astounding 62% (B Cube Survey 2013), 3 times more than previous launches.

We reached over 90% (Mediamultiplier 2013) of Pokka drinkers.

Through the blind test, over 60% chose Ayataka as the most authentic tea.

The annual volume target for Ayataka was achieved in the first two months itself!

“I think this is a truly incredible performance and by far the best launch we have executed in Singapore, and we have done quite a few good ones.” – Amit Oberoi – CEO BIG (Coca-Cola bottling company).