Hong Kong’s bustling K11 Art Mall recently saw a unique addition to its retail space with a fresh and vibrant pop-up store courtesy of Vitasoy HK. This flash store was dedicated to promoting Vitasoy’s Vita Fresh Tea range as a part of the company’s omnichannel marketing strategy, aimed at refreshing the city with its broad range of beverages.
The pop-up store, designed as a stylish tea house, ran until the 18th of June at the mall’s atrium. With yellow and green as theme colours, the space was a modern reimagination of a traditional tea store, offering a sensory, immersive experience to visitors.
The store featured four activity areas, each catering to different aspects of the customer journey. One such was the ‘採摘新鮮時刻’ booth game area, where visitors were challenged to pick eight apples within 20 seconds using a specific tool. Those who succeeded were rewarded with a box of Vita Fresh Apple Tea. Another section, known as the ‘新鮮喫茶區’ fresh tea area, encouraged digital engagement. Here, visitors who followed Vita Family HK’s official Instagram and participated in Vita’s Instagram story game, received a box of Vita Fresh Tea as a prize.
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Adding a commercial aspect, the gift area allowed customers to purchase Vita Fresh Tea products and themed merchandise, including blind boxes and sustainable accessories such as recycling and drink carrying bags. Lastly, the photo shooting area provided a perfect backdrop for picture enthusiasts, complete with thematic characters.
This ingenious blend of physical and digital elements in the pop-up store aligns with Vitasoy International’s progressive strategy. Back in May, the company appointed Lydia Yau as the head of group marketing strategies and communications, a new role developed in response to the company’s aim to establish a more purpose-driven, distinctive, and consistent brand presence as it scales internationally. Yau’s responsibilities include driving and amplifying Vitasoy’s equity across markets to bolster corporate brand reputation and credibility.
This news is based on the marketing-interactive website.
