Gong Cha

About Gong Cha

Gong Cha is one of the world’s leading bubble tea brands, known for premium tea-based drinks, fresh ingredients and playful flavor innovation.

The Challenge

The Saudi launch needed to introduce a new Matcha range inspired by flavors from Japan while making the products feel immediately fresh, desirable and relevant to local customers. The campaign had to build awareness without losing the recognizable warmth and playfulness of the Gong Cha brand.

Campaign Idea

Minto built the launch around a colorful product world where Matcha becomes the hero. The direction pairs fresh green tones with mango, strawberry, caramel and milk cues, turning the range into a vivid menu of flavor personalities rather than a single product announcement.

Visual Direction

Clean compositions, sculptural plinths and appetizing product photography give each drink a premium presence. Soft blue backgrounds and warm golden surfaces create contrast with the Matcha palette, while the red Gong Cha mark remains a clear and familiar anchor.

Building Product Desire

The imagery was designed to make the range feel cold, refreshing and full of choice. Close product details, ice, fruit and ingredient cues help customers understand the flavor story at a glance and create a stronger reason to try the launch.

Campaign Rollout

The visual system was translated across social media, digital assets and in-store communication, giving Gong Cha a consistent launch language that could move from customer discovery to the ordering moment.

The Outcome

The campaign introduced Matcha to the Saudi market through a coherent, vibrant and product-led experience designed to build awareness and make every flavor feel immediately desirable.