It draws on a cultural shift in Vietnam, where rapid modernisation and accelerating lifestyles are also driving a counter-desire among younger consumers for moments of pause, balance, and mental reset.

At the centre of the campaign is a masterbrand film featuring a Japanese tea connoisseur whose moment of calm is disrupted by a masked intruder attempting to steal his tea. The narrative begins as an exaggerated action sequence before gradually shifting in tone as the protagonist responds with composure and restraint.

Blending dark humour with cinematic action, the film uses heightened everyday tension to reflect the unpredictability of contemporary life while reinforcing the role of small rituals in creating moments of stability.

The campaign also marks a more contemporary creative direction for TEA+, drawing more directly on its Japanese heritage and Suntory credentials.

To ground the work in a cinematic style, MullenLowe Mishra partnered with Japanese director and visual artist Takafumi Tsuchiya (TAKCOM), known for incorporating technology and sci-fi motifs into his films. Sound design was handled by Himuro Yoshiteru.

Saby Mishra, CEO, MullenLowe Mishra, said, “Vietnam’s consumer culture is shifting from the utilitarian to the intentional – and that’s an exciting growth space. We’re building ‘Add More’ as a stronger, more culturally grounded platform for TEA+ to own that shift long-term.”

The integrated campaign is rolling out across film, digital, experiential, and social channels.

Venus Teoh Kim Wei, EVP-Marketing at Suntory PepsiCo Vietnam, said, “With this new platform for TEA+, we wanted to evolve the brand to resonate with the new generation and local cultural context. Our new brand message ‘Add More’ moves the brand beyond refreshment, positioning TEA+ as part of a more intentional everyday lifestyle, encouraging consumers to get more out of their fast-paced day through small, meaningful rituals and moments of pause.”