Cha Time launches new brand platform via Special
Cha Time has launched a new brand platform telling Aussies to ‘satisfy your strange’, in a new digital, outdoor and AR immersive campaign from Special Group.
Chatime, Australia’s leading bubble tea franchise, is inspiring and rewarding young Australians for ‘satisfying their strange’ with a new brand platform and innovative AR campaign, created with Special.
It’s 2022 and we’re still calling food and drinks from Asia strange and odd? There has been enough conversation about how these concepts around asian cuisine are racist that campaign or client brief should have been killed immediately.
The creative executions themselves would be easily salvageable by changing the headline to something like ‘Just for fun’ – but the underpinning strategy that bubble tea is strange or odd is problematic.
Millions of people around the world drink bubble tea – it is not a niche delicacy. It is not weird.
Also – I would suggest not ending your PR release about an Asian drink by encouraging people to “have your own little yellow boba man”
I am disappointed. And to be clear – fun = good, absurd = good, but racism = bad.
Do better.