Gong cha California launched a winter drink series in December 2018. This series contains four hot drinks, including all-time classic marshmallow hot chocolate and oriental tradition inspired brown sugar ginger teas. This collection of products aims to extend Gong cha’s winter drink portfolio and to drive sales when it’s usually a slow time in winter for boba tea business.

To leverage the new product promotion, we decide to get our brand endorser Mr. Park Seo Jun involved as the campaign voice. Mr. Park has been our face for multiple campaigns, and this time, we put his image on cup sleeves which only go with the 2018 Winter Drink Series. An introductory page is designed to give highlight to these new drinks with a holiday look and feel on Gong cha website. In-store displays and posters are designed to attract more customer inquiries. A series of lifestyle photos are posted to promote this collection and create a buzz in the audience.