BOH Notes of Diversitea

Agency

Fishermen Integrated

Client

BOH Tea Malaysia

Product/Service

Food & Beverage

Brief

To develop a Merdeka / Hari Malaysia Campaign that will resonate with Malaysians by reinforcing BOH’s Authentically Malaysian position via the hot water soluble range as the preferred choice for Malaysians to celebrate meaningful moments of togetherness.

Drive Brand Love by positioning BOH as a symbol of Malaysian pride.

Solution

Malaysia is a nation of diverse people but what we have in common is our love for Teh Tarik. So with that, for Merdeka and Malaysia Day, we come together in ‘unitea’ around a song ingrained into all Malaysians’ lives.

Using a variety of cups to represent that diversity, we filled them with different levels of Teh Tarik so that when struck by a teaspoon, would produce different musical notes, culminating in a rendition of our national anthem, Negaraku.