SUPERMAN Soars, Chatime Scores

To celebrate the launch of the new Superman movie, Chatime partnered with headmark to create a limited-edition range of SUPERMAN™ drinks—designed to capture the imagination of fans and drive excitement in-store. Leveraging the iconic power of the SUPERMAN brand, headmark developed a comprehensive campaign spanning social media, eDMs, website, and push notifications to generate awareness, consideration, and foot traffic to Chatime stores across Australia.

Objectives

• Build awareness of Chatime’s exclusive SUPERMAN™ range by tapping into the cultural relevance of the film launch.
  

• Create engaging content across organic and paid social, including concepts and filming for TikTok to reach younger audiences.
  

• Drive consideration and encourage trial by showcasing the bold flavours and unique appeal of the SUPERMAN™ range.
  

• Convert excitement into visits by motivating customers to experience the drinks in-store during the limited-time campaign.
  
  

Execution

headmark created a suite of assets that brought the SUPERMAN™ range to life: playful, cinematic concepts for social reels; attention-grabbing creative for Meta and TikTok ads; EDMs that landed directly in Loyal-Tea inboxes; hero banners and landing pages for the Chatime website; and timely push notifications to spark instant cravings.

By combining high-energy visuals with targeted messaging, the campaign maximised the power of the SUPERMAN™ license to stand out in a competitive market and delivered a seamless omnichannel experience.

Results

The SUPERMAN™ range launch campaign successfully generated nationwide buzz, boosted store visits, and reinforced Chatime’s position as an innovator in the bubble tea category. By aligning with a globally recognised brand, headmark helped Chatime tap into pop culture fandom to deliver a truly superpowered sales period.