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Chatime hires agency to reposition tea chain as brand aims to be ‘Starbucks of the East’

The Sphere Agency's advertising debut for Chatime

The Sphere Agency’s advertising debut for Chatime

Taiwanese tea chain Chatime has hired an agency to reposition the brand as it attempts to broaden its appeal for a Western audience.

The brand, owned by La Kaffa International, has handed the task to Melbourne-based The Sphere Agency, which in its debut for Chatime created a Kim Jong Un-like dictator whose appetite for new pleasures can only be satisfied by a Chatime beverage.

The global chairman of La Kaffa Henry Wang said that after a period of growth for Chatime across the region, the brand has the potential to emulate the success of Starbucks.

“Chatime has enjoyed an excellent period of growth across Asia and the Pacific, and we have exciting plans to expand our reach into new markets and make Chatime a truly international drink,” he said.

“We believe that Chatime can be for the East what Starbucks has been to the West, and Sphere’s experience in building food and hospitality franchises will play a pivotal role in taking us to that next level.”

The boss of The Sphere Agency Michael Abdel commented: “We couldn’t be prouder to see our work hitting the world stage. Chatime is the world’s leading bubble tea brand and the task of introducing the product to a whole new audience during this exciting period is a challenge we’ll relish.”

Sphere’s debut for Chatime came out in April of this year.

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