Case Study: The7 and Mr.Brown Milk Tea

King Car Group is a leading brand of high-quality beverages in Taiwan, exporting to more than 35 countries around the world, and it now owns the Mr.Brown Milk Tea brand in Vietnam. The Mr.Brown Milk Tea brand management team partnered with The7 to roll out a Digital Integrated Marketing plan aimed at winning the hearts of Gen Z in Vietnam.

Background

The Vietnamese milk tea market now reaches 360 million USD a year, or roughly 8,400 billion VND. Not counting small independent shops, there are dozens of well-known domestic and imported milk tea brands, including Phúc Long, Tiên Hưởng, ToCoToCo, The Alley, Gong Cha, KOI Thé, Heekcaa, and more. Bottled milk tea is no exception, and users easily come across products such as Kirin Milk Tea, Love Milk Tea, Macchiato milk tea, and C2 milk tea. Drawn by the appeal of Vietnam’s milk tea market, King Car, the leading group in high-quality beverages in Taiwan, entered the market with the Mr.Brown Milk Tea brand.

Objectives

• Launch the canned Mr. Brown milk tea product.
• Amplify the message
• Boost engagement and connection with young Gen Z consumers in Vietnam

Target Audience

Mr. Brown’s target audience has the following characteristics:

• Gender: Male and female
• Age: 13+
• Location: Vietnam
• Behavior: Likes sweet, easy-to-drink, healthy beverages. Enjoys discovering new things and getting together with friends.

Big Idea

The Mr. Brown milk tea campaign targeted school students, university students, and office workers (ages 13 to 35). This audience absolutely loves drinking milk tea and has a strong tendency to choose convenient packaged products. They also care a great deal about where their milk tea comes from and prefer products with a natural, pure flavor.

Execution

Understanding the behavior of this audience, The7 worked with the Mr. Brown brand to create a video emphasizing the product’s origin, with the message: “Chạm môi nhớ mãi hương vị Đài Loan” (One touch of your lips, and the taste of Taiwan stays with you forever). At the same time, we ran PR articles to share official information about the product’s origin. We also partnered with KOLs and popular food and review pages to reach small, niche target audiences, and ran GDN ads to increase brand awareness across the Google Display Network.

Communication Activities on Each Channel

Viral Video Clip

The7 teamed up with the brand to create one viral video clip with the message “One touch of your lips, and the taste of Taiwan stays with you forever” to emphasize the Taiwanese origin of Mr. Brown milk tea, while weaving in a sweet school-days love story featuring milk tea and chicken floss.

Facebook

We ran ads for the viral video clip to capture the attention of the young audience and encourage them to engage with the Facebook Page. We also posted regularly around the video or around each month’s theme, in several formats such as single images, multiple images, and video, to keep up engagement with the target audience.

Google GDN

Mr. Brown also ran Google Ads campaigns with different banners themed around each month, to increase the campaign’s virality, expand brand coverage, and reach more people.

Hot Pages + KOLs

In addition, the campaign featured a range of KOLs from different fields, such as streamer Tippy, reviewer Gấu To, and food blogger Helen’s Recipes. Popular pages such as Én Comics, Chị Chị Em Em, and Gia Đình Ngộ also published posts that wove the product into funny, entertaining situations, reaching and capturing the interest of many customer groups while delivering the message in a light, natural way.

Online PR

Online news sites such as Zing News, Dân Trí, and 24h acted as connectors, bringing credible information to readers to widen the reach of the message and the brand image. The content centered on the viral video clip, confirmed the product’s origin, and rounded up the campaign’s activities.

Results

Through the “Chạm Môi Nhớ Mãi Hương Vị Đài Loan” campaign, the brand reached more than 9 million Gen Z users in Vietnam and increased overall performance by 50%. A new habit took shape around drinking canned milk tea that tastes as good as regular milk tea and comes from Taiwan.

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