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900 PARK AVE. SW

When Boba Tea Company contacted Rome & Gold Creative, Boba Tea drink was sweeping Asia and quickly commanding attention in the US. Dozens of Boba franchises had leapt up in the past decade, all marketing to the Amer-Asian communities. It was the vision of Boba Tea Company to be at the helm of this swell, which was quickly sweeping throughout the United States. BTC's goal, however, was to reach an American market of youth - something no other Boba franchise had attempted.

After extensive research on this market, we developed a cohesive message and a strategically alternative methodology. Knowingly, youth are marketing-savvy folks. They've been exposed to media saturation since toddler hood. They know the marketer's tactics; and making things even trickier; if it's mainstream - it's not cool; and if it's cool - it's not mainstream. Thus, our strategy was to implement a ground level virus campaign and use only interactive, social and non-traditional forms of marketing to target this American youth population. Happily, we won the prestigious Advertising Works! Award for our effective strategy.