• Situation

The most popular tea drink in Taiwan- Chia Li Won has not changed its package for 16 years.

Consumers always see it as general tea drink without emotional bonding. Actually, the meaning of “Chai Li Won” in mandarin is “The King of Tea,” so Chia Li Won decides to change new package. The new series of tea product was DRESSED as different kings to dominate each different flavor.

• Brief

To avoid that consumers may not easily find and like the new package of Chia Li Won in front of fridge since they might be used to the original look of package.

• Objectives

Chia Li Won re-launched the brand with packaging rejuvenation campaign to boost up sales and make consumers recognize the new package as quick as possible after 16 years of brand history.

We are afraid that consumers may not easily find the new package of Chia Li Won in front of fridge since they might be used to the original version. Therefore, the best way is to involve them into marketing concept-- Chia Li Won change new clothes, so do you.

The idea is from the fable --Emperor’s New Clothes. But this time we create the new episode of Emperor’s New Clothes that everybody can notice.

We created a special interactive activity in CVS channel. When consumers walk to the refrigerator for Chai Li Won, the sensor would detect the action of hand movement picking up Chia Li Won and turn the glass door into an interactive monitor, which would let the consumer dressed up in different King’s new clothes matching with the flavor he/she chooses and become King of Tea in a second.

• Implementation

Interactive fridge in CVS

• Timeline

2017.4.12~2017.5.9

• Placement

In-store placement-7Eleven CVS (SongKao store, Taipei)

• Scale

One store with campaign virus video spread