The Challenge
Bubble Tea has a reputation. It's the sweet, sticky treat you have once in a while, and then feel faintly guilty about for the rest of the afternoon. Gong cha wanted to win over smart Gen-Zers looking for something lighter, and give them a reason to come back more often.

The idea

The answer was a zero-calorie refresher range, which needed a name that felt as light as the drink. Levitea does a lot of lifting for a word with no weight: a bit of levity, a hint of levitation, and tea right there at the end so nobody forgets what they're drinking.

The Work

The range launched under the new brand platform, How Tea Is Meant To Be, with playful social, digital OOH and in-store screens doing the talking, and Creative Playbooks so Gong cha's franchisees around the world could serve up the launch consistently.

The Impact
A Bubble Tea brand that opened its doors to an older, more health-conscious crowd, with sales spreading steadily across new markets. Turns out guilt-free was what people were thirsty for.