Coca-Cola Reconnects Myanmar Youth To Their Tea Culture

Heaven and Earth, the ready-to-drink tea brand, launched with an event day that utilised non-traditional methods to engage with media and influencers in Myanmar.

Background

Myanmar has become increasingly competitive in the beverages category, with most brands having nothing interesting to say but rather flooding the market with advertising and promotion.

Coca-Cola wanted to not just launch a new category (ready-to-drink tea) but lead that category with its "Heaven & Earth" brand. With a limited budget, we had to achieve commercial leadership and communications impact through a single event.