When Taiwanese bubble tea brand, Gong Cha, selected the UK for the expansion of their franchise into Europe, Geraldine Vesey responded with a creative city-by-city launch campaign. Having worked on similar projects for Uniqlo, Domino’s Pizza and Zara, she knew how to adapt the global blueprint to work for UK audiences. Targeting the student population and local taste makers, she braved all weathers to ensure the traditional ceremonial dragon opening ceremony had impact and relevance in the UK. Queues 100 deep were testament that the pre-opening publicity resonated with the public, all primed to try pearls, coconut strips and flavours from the Far East.
