Bubble tea firm Gong Cha has launched a generative AI social-first campaign for its new Mini Pearl drinks range.
Devised by VCCP’s AI creative agency Faith and digital experience agency Bernadette, the campaign uses the power of AI to create a ‘Mini World’ experience across TikTok and Instagram.
“At Gong Cha, we believe every tea experience should be tasty, fun, and full of surprises, and that’s exactly what we brewed-up with our brand-new, social-first campaign ‘Mini Pearl Adventures’,” said Ana Guemes, global senior marketing director at Gong Cha.
“The campaign brings to life our Mini Pearl product through the world of GenAI by Faith, complementing our unique mini pearl with mighty flavours. Together, we built a bold, scalable campaign that’s as fun as it is unforgettable.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
The creative features a whimsical world with pearl-shaped clouds, mango milk rivers and strawberry waterfalls. It will launch across 18 global markets, including Taiwan, Japan and the USA.
“The campaign is a testament to the emerging power of GenAI as a tool for creativity,” said Kerry Howell, managing partner at Faith and Bernadette from VCCP.
