Gong cha appoints VCCP’s AI creative agency faith

Global bubble tea brand, Gong cha has appointed VCCP’s AI creative agency faith to deliver this year’s winter campaign bringing their Gingerbread Man bottles to life on social media.

Formed in Taiwan in 2006, Gong cha has over 2,100 stores in 28 markets, and a rapidly-growing presence around the world. Known for its innovative offerings, Gong cha’s Gingerbread Man bottles were a huge hit during last year’s festive season. The bottles, designed to hold delicious teas like Red Velvet Milk Tea, add a playful twist to the bubble tea experience and have quickly become a favourite with customers around the world.

To continue this success, Gong cha turned to faith, part of global challenger network VCCP, to lead its new global campaign, focusing on key markets including Korea, Japan, ANZ and the US. The challenge was to create a flexible and scalable approach which would work across all franchise markets with localised menu options, language, and cultural differences.

faith created an AI-powered gingerbread world for Gong cha, heroing its Gingerbread Man shaped bottles and introducing a range of characters which could be used across multiple channels. They also created master toolkits and calendars to ensure the assets could be deployed by franchisees in all markets and customising characters to match special drinks on offer in different territories.

Gong cha is the latest client to appoint faith, who already work with clients Sage, Funky Pigeon and Virgin Media O2.

Ana Guemes, Global Senior Marketing Director at Gong cha, said: “We were incredibly impressed by faith’s ability and creativity. Together, we developed a scalable, highly engaging, and fun campaign in record time, bringing our Gingerbread Man characters to life. At Gong cha, we are dedicated to delivering the best tea experience, ensuring our customers enjoy tea the way it’s meant to be - delicious and fun!”

Alex Dalman, Managing Partner, head of faith, said: “We’ve loved working with Gong cha who provided us a technical challenge not just in bringing their gingerbread characters to life but also creating an approach that worked in multiple markets and cultures as well as across numerous channels. It’s the sort of task which would have been near-impossible in the past and proves the value of GenAI in supporting human creativity.”

faith recently made headlines around the world for their O2 Scambaiters campaign which saw Daisy the AI granny feature in New York Times, Forbes, CNN, BBC, ITV and Fox News reports, generating more than 1,400 pieces of coverage in the US, UK and EMEA, APAC and LATAM.