CoCo Fresh Tea and Juice was among the many milk tea brands that emerged during the milk tea craze in the Philippines. They quickly became the go-to milk tea brand for Gen Z, with “Tara, CoCo Tayo!” becoming a popular catchphrase among its devoted consumers. As milk tea consumption has become a daily ritual for many in this demographic, CoCo serves as the perfect backdrop for their conversations.

Recognizing this behavior, Fortress’s marketing team crafted a campaign that would resonate with both the brand and its target market. They presented the #CoCoWithYou campaign, encouraging individuals to express themselves over a cup of CoCo drink.

As part of this campaign, the #TaraCoCoTayo FamHall event was launched. It was a Pechakucha-style event wherein chosen influencers were invited to share and talk about their advocacies. Held at CoCo Robinsons Galleria on October 19, 2022, coinciding with “National Friends Day,” the event aligned perfectly with the #CoCoWithYou campaign’s theme of making new friends over a cup of tea.

The event was attended by a total of 27 content creators, including the host, Ms. Janina Vela, and three guest speakers for each advocacy: Albiean Revalde (LGBTQIA+), Geli Cruz (Mental Health), and Ailyn Caringal (Financial Literacy). The event also featured fun activities, delicious pica-pica, and of course, an unlimited supply of CoCo milk tea.

The Fortress Marketing Department solely took over the whole event management for the #TaraCoCoTayo FamHall. From event conceptualization, visualization, and managing the KOLs down to the day of the event. Needless to say, the #TaraCoCoTayo FamHall was one successful event.