Marketing

Krak Boba launches 'PersonaliTEA' campaign

Photo: Krak Boba

January 11, 2024

Krak Boba, a 20-unit bubble tea brand based in Southern California, is launching a marketing campaign designed to revolutionize the way people experience and perceive bubble tea.

With a commercial and a creative strategy aimed at showcasing the diverse world of bubble tea, Krak Boba has a drink for every "PersonaliTEA," from boba connoisseurs to first-time sippers, said Tin Do, CEO of Krak Boba.

"We wanted to turn the journey of choosing a drink into a playful and approachable adventure for our guests," Do said in a company press release. "Our diverse variety of beverages, from rich matcha to signature coffee blends and classic milk teas, ensures there's a sip for every palate. The creation of the PersonaliTEAs is our way of infusing a touch of fun and interactivity, making it easy and enjoyable for our guests to discover the perfect drink that resonates with them and their lifestyle."

Krak Boba focuses on its commitment to being a welcoming experience for each guest while creating amusing ways for them to discover or reignite their love for Boba. So far, the PersonaliTEAs consist of the following:

• The SweeTEA Queen or King: Loves everything sweet and embraces the sugar rush.
• The MightTEA Caffeine Wizard: Lives for caffeine and always seeks ways to maximize their day.
• The HealthTEA Warrior: Prioritizes a healthy lifestyle and seeks nutritious options to fuel workouts.
• The CrafTEA Connoisseur: A bubble tea aficionado who thrives on complex and creative combinations.

Each PersonaliTEA will have a unique attribute that aligns with the kingdom the personality represents. Guests may take an interactive quiz to determine their PersonaliTEA and receive drink recommendations.

"We crafted this commercial mainly to encourage guests to try bubble tea for the first time by communicating that there is a refreshing drink that every personality will love," said the test's creator, Giselle Campos, SVP and senior creative director of InnoVision Marketing Group, the brand's agency of record. "We will educate the market on all the different types of drinks that fall under the bubble tea category and illustrate that bubble tea is a refreshing beverage that can be enjoyed whenever you need a little pick-me-up, anytime and any day."

Watch the commercial here.