Tea for the Enlightened: New Brand ZENO x UPRISE
Background Napitki Vmeste, a leading brewer and a leading player in the Russian soft drinks industry, decided to diversify its brand portfolio and strengthen its presence in the non-alcoholic beverage category. As part of this effort, the idea emerged to launch a new brand of iced tea with B vitamins. The concept is based on the demand for a drink that combines naturalness, functionality, and emotional appeal to consumers. The brand's key target
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