Taipei, Taiwan – MineShine, Taiwan’s leading ready-to-drink (RTD) tea brand, has launched a multi-channel campaign for the country’s 2026 graduation season, using analogue experiences and on-campus activations to engage Gen Z consumers and strengthen brand relevance.
Built around the creative concept of “Making Youth Manifest”, the campaign was developed in partnership with Carat Taiwan and Epoch Media to connect with students during their graduation period through a combination of campus activations, analogue photography, experiential retail, and digital engagement.
To overcome restrictions around commercial activities on school grounds, the campaign introduced “MineShine Special Envoys” to distribute “Graduation Limited Gift Boxes” to students across 24 selected high schools in Taiwan. Framed as commemorative graduation gifts rather than promotional samples, the initiative enabled the brand to reach students within campus environments while aligning with the occasion.
Each gift box included a disposable analogue film camera, encouraging students to document their graduation experiences themselves instead of relying on branded photography. MineShine later compiled the user-generated film photos into short-form social videos, extending the offline campaign into digital platforms. According to the brand, the content generated more than 4.46 million social video views.
The campaign also expanded beyond schools through “The Youth Print Shop” (麥香青春印製所), a series of pop-up activations in Taipei, Taichung, and Kaohsiung. Consumers who purchased MineShine products gained access to branded photo booth experiences, while students with valid IDs could participate in an exclusive “Mega Four-Frame Photo” activation. The pop-ups were supported by a social hashtag campaign designed to encourage online sharing.
According to Carat Taiwan, the campaign demonstrates how brands can use culturally relevant experiences to connect with younger audiences while linking offline engagement with digital participation.
MineShine said the campaign attracted more than 6,000 attendees to its physical activations, generated NT$13.2m in advertising value, and amassed over 4.46 million views across its social video content.
