Singapore’s beverage landscape has become increasingly crowded. From emerging tea labels to established beverage brands, consumers today have more choices and more brands competing for their attention, than ever.
But POKKA Jasmine Green Tea had something many newer brands could not easily replicate: an authentic tea heritage built over decades.
To bring this brand strength forward, Mashwire developed an integrated online-to-offline campaign that connected digital storytelling, influencer engagement and on-ground consumer experiences within one cohesive journey.
TURNING FAMILIARITY INTO RELEVANCE
POKKA was already familiar to generations of Singaporeans. But familiarity alone does not necessarily create relevance. Mashwire sought to shift the relationship from simply recognising POKKA as an authentic brand to seeing authenticity as something personally meaningful.
This led to the central behavioural idea behind the campaign: Stay Original
From this foundation, we playfully reframed the familiar saying, “The grass is greener on the other side.” Rather than encouraging consumers to look elsewhere, the campaign reminded them that it could be Greener on Our Side when we stop comparing, embrace what we genuinely enjoy and choose to stay original.
MAKING POKKA’S HERITAGE MEANINGFUL TODAY
We partnered with HongIsBored, whose YouTube content explores Singapore’s places, activities and heritage. His content style provided a natural platform for connecting POKKA’s own history with stories of familiar local landmarks that have retained their identities through changing times.
Instead of simply presenting POKKA’s heritage as a product claim, the collaboration placed the brand within a broader conversation about what it means to remain authentic and relevant. This helped “Stay Original” become more than a campaign line. It became a story audiences could understand through the people, places and traditions around them.
WHEN PRODUCT PREFERENCE BECAME COMMUNITY
The HongIsBored collaboration also revealed a passionate community of existing POKKA fans—particularly a vocal group of Peppermint Green Tea lovers.
As viewers shared their enthusiasm in the conversations surrounding the content, the PPGT Club (the Peppermint POKKA Green Tea Club) emerged on HongIsBored’s YouTube channel. This was not something the campaign set out to manufacture. It grew organically from consumers themselves and that made it especially meaningful.
A personal product preference had become something consumers were willing to express publicly, identify with and connect with others around: Individual Preference → Shared Affinity → Community
For a campaign built around “Stay Original”, this was one of the most authentic expressions of the idea. Consumers were no longer simply being encouraged to stay original. They were proudly expressing what they genuinely liked—and discovering a community of people who felt the same way.
CONNECTING ORIGINALITY WITH EVERYDAY LIFE
The next step was to bring the idea closer to consumers’ everyday routines.
We developed a media kit inspired by the campaign’s key visual, presenting four POKKA Green Tea variants against a bed of fresh-looking grass, physically bringing Greener on Our Side to life.
Each variant was also connected to a different lifestyle and consumption occasion:
- Honey Green Tea for school and study moments
- Jasmine Green Tea for the working day
- No Sugar Jasmine Green Tea for home and everyday lifestyle occasions
- Peppermint Green Tea for sports and active moments
Through these settings, the four variants demonstrated how POKKA could fit naturally into different consumers’ routines while offering a refreshing pause from the pressures and comparisons they encountered throughout the day.
TRANSFORMING THE CAMPAIGN WORLD INTO A PHYSICAL EXPERIENCE
To extend the idea beyond influencer content, we reimagined the media kit as a full-scale event installation.
The grassy campaign environment was brought to life physically, allowing consumers to step into the visual world they had encountered online. At the centre of the experience was the Golden Tea Leaf Hunt.
Participants were invited to find four golden tea leaves, each representing one part of the POKKA approach: Be Real. Be True. Be Authentic. Stay Original.
By completing the hunt, consumers could win prizes while engaging directly with the campaign message. This turned POKKA’s heritage and product story into something they could explore, experience and remember for themselves.
DESIGNING FOR BEHAVIOUR, NOT JUST EXPOSURE
What began as a story about POKKA’s brand authenticity became a connected consumer journey built around one consistent message: Stay Original.
Each touchpoint advanced that idea in a different way. HongisBored’s content established POKKA’s authenticity, the key visuals connected it to everyday lifestyles, the KOL media kit made the campaign world tangible, and the event invited consumers to step into it for themselves.
Together, they created a clear behavioural progression:
Recognise → Relate → Express → Experience → Participate
By integrating online storytelling, influencer engagement and offline activation, the campaign carried one brand idea from the screen into the real world—giving consumers something to relate to, respond to and participate in.
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