Yeo’s Invites You to Meet ‘Gen Tea’

Singapore’s iconic heritage brand Yeo’s has just declared the birth of a whole new generation of Singaporeans — and the clue has been sitting at the front of our IC (identity card) numbers all along.

For years, Singaporeans born after 2000 have carried an unexplained ‘T’ at the start of their identification numbers. And there has never been an official meaning… until now.
On Cooling-Off Day in Singapore last Friday - a day of peace in the heat of Singapore’s General Elections - Yeo’s stepped up to fill the silence, announcing that the ‘T’ stands for none other than ‘Tea’.

But they didn’t stop there. They coined a new generation of Singaporeans: Gen Tea.
Yeo’s brings you this first ‘official announcement’ as part of an integrated marketing campaign for First Harvest Green Tea. The social campaign rolls out this week culminating in an activation next weekend.

As part of the 'movement, Yeo’s is rallying all 'Gen Teas' to claim their birthright: a bottle of First Harvest Green Tea, along with an all-new Identi-Tea Card to make it official.

The campaign was produced by Forsman & Bodenfors’ in-house agile content studio: F&B Studios which produces premium, digital and social-first creative at speed. The agency was also behind Yeo’s Brattea campaign that conquered TikTok with its anti-design aesthetics.

There, we’ve spilled the Tea.