
HTIHTIMIMI
UKAR_KA
Pickled Tea Leaf is a must have for Myanmar people with 80% consuming it at least 2-3 times a week. Laphat is normally bought from the markets but there has been an explosion of laphats in one-serving sachet format which can be opened and consumed immediately, preferred for perceived hygiene, freshness, and price. UKK, a relatively latecomer in the extremely competitive with over 40 brands is relatively new to the category. The category is dominated by functional communications revolving around song and dance.
The challenge is to make the brand stand out amongst the competition while driving appeal to younger consumers who also perceive UKK as an older brand.
Research showed that many young Myanmar adults feel their life is a constant cycle of work and trying to make ends meet. Life is just so bland for them. This insight was leveraged by the creative to develop the campaign and played on the lack of time experienced by our target while dramatizing the taste of UKK laphat in a youthful way which opens up their senses to life
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