Teagather
12. Craft Kancils [12.23a Chinese Copywriting, Content Writing & Scriptwriting: Single]
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Links:
Product/Service:
Tea
Client:
Purple Cane
Brief:
Purple Cane is a Malaysian tea retail chain. Chinese New Year is the country’s most crowded gifting season, when every brand competes with hampers and gift boxes that look alike. Purple Cane needed its CNY tea gift range to stand out on shelf and online without joining the hamper race, and to drive sales across both its retail stores and e-commerce channels. The brief also called for a message true to the brand: tea not simply as a product, but as the reason people come together during the reunion season.
Solution:
In Malaysia, people rarely say “let’s meet”. They say lim teh lo, yum cha or jom minum: let’s drink tea. And every gathering carries one familiar question in the group chat: 人呢？ (Where are you?) Teagather was built on this insight. The Chinese character 聚 (gather) is formed with people at its base, so one 人 was removed to represent the person who has not yet arrived.
The incomplete 聚 (gather) became the campaign’s design system. On a gift box, the missing person becomes the receiver, turning the gift itself into an invitation. The system ran across storefront posters, packaging, POSM, a retail experience zone, social content and creator collaborations. The campaign delivered 30% year-on-year growth in e-commerce sales and 18% year-on-year growth in retail sales.
