In a city that never truly slows down, “Keep Going” is more than a campaign line – it reflects the rhythm of everyday life in Hong Kong. Carat Hong Kong’s new integrated campaign for Vitasoy places VITA Cold Brew No Sugar Tea right where Hong Kong’s working life unfolds: the rush, the transfers, the crowded platforms and the brief pauses where a quick reset matters most.
Created to resonate with Hong Kong’s urban working crowd, the campaign reinforces the tea’s refreshing, no-burden positioning while reconnecting with existing consumers and attracting new drinkers through the launch of the No Sugar Crimson Aroma Black Tea.
At the centre of the campaign is a large-scale out-of-home execution across MTR stations in Admiralty and Tsim Sha Tsui – two of Hong Kong’s busiest commuter hubs. At Admiralty Station, the campaign features a first-to-market three-storey station takeover spanning concourses, interchange walkways and platforms, embedding the brand directly into commuter movement throughout the station.
Sequential placements guide travellers through the space, while illuminated “energy wave” visuals cut through the space to create a sense of momentum and uplift – expressing the refreshed clarity associated with every sip of VITA Cold Brew No Sugar Tea.
Complementing the execution, gate dominations introduce sound elements, triggering an audio prompt “KEEP GOING” as commuters tap in and out. The message offers a moment of encouragement within the daily rush, reminding commuters that they are supported by the brand as they keep moving through the city. The experience reinforces the product’s “Refresh and keep going” proposition.
Beyond OOH, the campaign moved into social to scale the idea through KOL-led storytelling. Creators brought the campaign into everyday refresh moments, from a foodie navigating back-to-back tastings to a creator working through creative blocks and an actor juggling non-stop schedules. Each story presented VITA Cold Brew No Sugar Tea as a quick, no-sugar reset to stay sharp and keep going.
“This campaign reflects how media can move beyond reach to create meaningful experiences within people’s daily routines,” said Naomi Chan, Business Director, Carat Hong Kong. “By embedding the idea within high-frequency commuter environments and pairing it with culturally relevant storytelling, we were able to deliver both scale and contextual relevance. This is key to building stronger brand connection and driving sustained impact.”
Credits
Client: Vitasoy International Holdings Limited
Media: Merry Chen
Marketing: Karen Ku, Jasmine Chan, Brian Ng
Agency: Dentsu Hong Kong
Media team: Naomi Chan, Tammy Mo, Jasmine Chi, Wendy Yee, Raine Tong
Social team: Bethany Yiu, Betsy Wong, Karena Poon, Oscar Wong
