Forsman & Bodenfors launches new integrated brand campaign for Yeo with drinkable garden activation at Gardens by the Bay – Asia campaign brief
Iconic Singapore heritage brand, Yeo Hiap Seng, (Yeo’s) has launched an integrated brand campaign, with the new ‘Refresh What Matters’ brand platform featuring vibrant new packaging, new product films, and an exciting exploration of new beverages and partnerships, all to… Culminating in a compelling brand activation launching this week. Global creative agency Forsman & Bodenfors is the lead creative agency across Yeo’s integrated brand campaign.
Yeo’s Drinkable Garden installation, in collaboration with Gardens By the Bay, celebrates the brand’s legacy as a champion of Asian flavours, with an experiential brand activation, centered around Yeo’s signature and most recognizable beverage – Yeo’s Chrysanthemum Tea.
The Drinking Garden will take you on a multi-sensory journey through an enchanting contemporary garden, filled with thousands of tulips and lush foliage, and centered around a majestic 5m by 3m flower-filled tower, forming a stunning botanical tribute to the garden. The humble chrysanthemum – the flower that has graced Yu’s drinks for more than 120 years.
The month-long exhibition is a feast for the senses, with ornate floral panels in shades of yellow, white and pink, inspired by three different Yeo chrysanthemum teas – Yeo’s signature chrysanthemum tea, the newly launched rare ‘Heavenly’ chrysanthemum ice tea and a chrysanthemum infused tea. Rose in the “Test Kitchen” which tells the story of the exceptional quality and craftsmanship behind each Yeo beverage.
Visitors will have the opportunity to learn about the unique benefits of a variety of chrysanthemum flowers and glimpse the intricate craftsmanship that goes into making Yeo’s chrysanthemum tea – from the meticulous planting and harvesting of fresh flower petals, to elaborate brewing techniques, and finally, the step-by-step cooling and packaging process – All of which are unique to Yeo’s beverage line, setting it apart from any other soft drink brand in Asia.
Also on site will be Yeo’s special edition signature chrysanthemum tea, which commemorates the centenary of Singapore’s founding Prime Minister, the late Mr Lee Kuan Yew, and to celebrate his legacy as Singapore’s ‘Chief Gardener’ and his visionary role in transforming Singapore into a pioneering city. Green city. Yu’s souvenir packs are not for sale and will be distributed at educational venues across Singapore.
Ong Yeoh Hwang, CEO of Yeo Hiap Seng, said: “Yeo continues to promise to remain committed to its heritage of producing intricately crafted beverages using only the highest quality ingredients. Our Yeo’s Drinkable Garden is a reflection of the core values of our signature drink – real daisy flowers filled with aroma And flavour, fermented in its purest form without compromising on taste – a true celebration of the best of our heritage combined with creativity and innovation.”
Looking to the future, Yeo’s Drinkable Garden and the launch of the new Chrysanthemum flavor mark the brand’s foray into diversifying its core product ingredients to cultivate more sustainable production practices for the business.
The design consultants at Yeo’s Drinkable Garden are award-winning botanical studio, This Humid House, known for their bold contemporary creations that reflect the climate, geography and collective culture of our surrounding regions.
“When you think of chrysanthemum tea, you think of Yeo’s. It’s a flavor from a brand that all of us in the region have tasted and loved since childhood. We’ve partnered with Yeo’s to ‘refresh what matters’,” said Gary Lim, Group Creative Director, Forsman & Bodenfors Singapore. In every sense of the word, we brought the audience on an immersive and inspiring journey to experience the brand in the most refreshing way.”
Yeo’s Drinkable Garden is open to visitors for the next four weeks – from September 16 to October 13 at the Flower Dome, Gardens By The Bay.
Watch the ‘creation’ of Yeo’s drinkable garden here.