FMCG Rebrand:
Revolutionizing the Tibet Red Brand

Sortie Agency was tasked with revitalizing the iconic Tibet Red (藏紅寧) FMCG brand to appeal to a younger, more modern consumer base in Hong Kong and China, while still preserving its premium Tibetan heritage.

Our strategic approach balanced traditional and digital marketing elements, including a targeted PR strategy and a captivating TV ad campaign, to create a cohesive, impactful rebrand.

Honoring Tradition, Embracing the Future Tibet Red has long been revered for its exceptional quality and authentic Tibetan origins. We knew it was crucial to maintain these core brand equities while infusing a fresh, energetic spirit.

Our creative team developed a vibrant new visual identity featuring bold red and yellow colors, dynamic photography, and youthful typography. Classic print and out-of-home ads were refreshed with this contemporary aesthetic, preserving Tibet Red's prestigious status.

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To further bring the brand to life, we produced a stunning TV ad campaign that juxtaposed the brand's rich cultural heritage with a modern, aspirational lifestyle. The emotive visuals and storytelling resonated deeply with the target audience.

Engaging the Digital Generation To connect with the target Gen Z and millennial consumers in Hong Kong and China, we built a robust digital marketing strategy centered around social media. Shareable, storytelling content with 3D videos highlighted Tibet Red's unique heritage and product benefits, driving engagement across platforms like Instagram, Xiaohongshu, and WeChat.

Programmatic advertising, search engine marketing, and an ecommerce-enabled website further expanded the brand's online reach and sales capabilities.

Revolutionizing the Product Experience The centerpiece of our rebrand was the custom 3D vending machine installation. Featuring eye-catching graphics and an interactive product showcase, this experiential touchpoint allowed consumers to intimately discover Tibet Red's quality and craftsmanship.

Our PR strategy targeted lifestyle and healthy influencers in both Hong Kong and China, generating buzz and product endorsements that amplified the brand's new positioning.

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The Result? A Tibet Red Reborn Through the integrated marketing approach, Tibet Red was repositioned as a modern, aspirational FMCG brand that still proudly upholds its Tibetan roots. The revitalized brand identity, digital engagement, innovative product experiences, strategic PR outreach, and captivating TV campaign resonated powerfully with the target audience, driving significant increases in awareness, consideration, and sales across Hong Kong and China.

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