CHAGEE introduced a seasonal coconut + tea beverage series into a saturated milk tea market where new launches often blur together. The challenge was to give consumers a clear reason to notice and choose it, especially in Malaysia’s relentless heat.

We owned the idea of double refreshment. Inspired by the cooling relief after sports or outdoor activity, the campaign framed the drink as the ultimate heat reset. Energetic, refreshing visuals amplified the sensation of coolness, positioning the coconut series as the perfect antidote to Malaysia’s heat.