Since its introduction to the Myanmar market, ZENO Black Tea had remained a relatively quiet player in a category dominated by global soft drink brands. In 2025, ZENO set out to reclaim market share and reposition itself as a healthier, more refreshing alternative to carbonated beverages. To bring this vision to life, ZENO partnered with BEYOND 360 to develop an integrated marketing campaign capable of changing long-established consumer habits.
ZENO
2 MONTHS
Competing against famous soda brands meant more than increasing visibility. Consumers had already formed strong associations between soft drinks and everyday moments such as meals, gatherings, and hot weather. The challenge was to shift consumer perception and establish black tea as a natural, refreshing alternative for the same occasions while building stronger brand recognition across the market.
BEYOND 360 developed the campaign platform “Healthy Drink, Natural Taste,” positioning ZENO as the beverage of choice for moments when consumers seek refreshment without compromising on wellness. Through nine story-driven commercials featuring prominent local celebrities, we showcased relatable everyday situations—from enjoying spicy hotpot meals and navigating Myanmar’s summer heat to recharging after a long day at work.
Inspired by the clean and refreshing aesthetic often associated with Japanese tea culture, the campaign’s visual identity emphasized natural ingredients, lightness, and refreshment. The creative was deployed across television, digital platforms, billboards, retail displays, and in-store branding, ensuring consumers encountered the message throughout their daily journey.
The campaign successfully repositioned ZENO Black Tea from an overlooked beverage into a compelling alternative to traditional soft drinks. By connecting the brand with everyday refreshment moments, the campaign drove record-breaking sales performance and delivered the strongest commercial results in the brand’s history. Beyond sales growth, the campaign expanded ZENO’s appeal across multiple demographics, earning acceptance from children, parents, and middle- to upper-income consumers while strengthening its position within Myanmar’s highly competitive beverage market.
