Yeo's goes rogue, rips up classic green tea packaging for Brat Summer

It's a Brat Summer everyone. Beverage brand Yeo's has gone rogue by stripping away its existing labelling on its First Harvest Green Tea packaging and redressing it in with a neon green shade and low-resolution text popularised by pop star Charli XCX’s release of her 6th album BRAT.

The album is popularly known for its iconic album cover, featuring low-resolution Arial text against a neon background.

Don't miss: It's a brat summer: Warner Music SG, Ritz and more jump on Charli XCX album launch

"Most people don’t associate Yeo’s with green tea. So, it might come as a surprise that Yeo’s, known for its authentic flavors like the signature chrysanthemum tea and soy milk drinks, produces the highest quality green tea made from first harvest tea leaf buds- richer in antioxidants than any other variants on the market," said Yeo's in a statement.

To get the word out and increase awareness amongst a younger generation of consumers, Yeo’s decided to take a page from Charli XCX who started the now-viral ‘BRAT Summer Craze’ to launch Yeo’s limited edition brattea.

The ‘BRAT’ movement is all about being rebellious and standing out in the summer season – whether it’s using the offensively bright shade of green or by taking an anti-design approach by juxtaposing the typical clean and polished look that dominates advertising, it said.

In the same spirit, Yeo’s brattea is all about being truly authentic - loving your green tea clean with real ingredients and no preservatives. This attitude is fully captured in the Yeo’s brattea packaging (or lack of).

It added on Instagram that it gave its interns full control and that this was what came of it.

To launch these limited edition brattea bottles, Yeo’s invited Gen Z influencers, Dewy Choo, Leah, Kai Xiang, Ian Thio and Jaedyn to unbox these limited edition drops at surprise locations across youth hangouts in Singapore - from Haji Lane thrift stores, university grounds, Orchard Road and Clarke Quay.

The drops were done guerrilla-style, hitting four locations in three days. The unmanned drops were unconventional, yet it did not stop people from snapping up the brattea within minutes in each location drop, it said.

The brand even sent some of its tea bottles to Charli XCX.

Yeo's is not the only brand having a Brat Summer though. Recently, Warner Music Singapore trendjacked Charli XCX's latest album as well. The music label changed its Instagram display picture to the style of the English singer and songwriter's sixth-studio album cover.

That's not all though. Below is a list of some of MARKETING-INTERACTIVE's favourite Brat-inspired posts.

1. Absolut Vodka

2. Digital For Life

3. Gisou 

4. JanSport 

5. Oreo 

6. Ritz Crackers

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