OMG World
First Sip Challenge
Industry
Food & Drink
Capabilities
Photography / Videography / Design
Location
Vilnius,
Lithuania
Year
2026
Brand
OMG World creates clean, delicious drinks made with better ingredients and no unnecessary additives – designed to fit effortlessly into modern lifestyles.
Challenge
The challenge was to introduce OMG Bubble Tea to Gen Alpha through a campaign that felt authentic to the way they naturally consume and create content online. Instead of traditional product advertising, we wanted to create something they could actively participate in turning their genuine first reactions to the drink into the content itself.
Solution
We created the #OMGFirstSip challenge, inviting Gen Alpha to capture and share their genuine reactions when trying OMG Bubble Tea for the first time. The concept was built around spontaneity, humour and self-expression, giving participants the freedom to make their reactions completely their own.
We developed the creative direction and social content around the challenge, combining hero campaign content, short-form videos and UGC. The format was intentionally simple and recognisable, making it easy for Gen Alpha to participate, recreate and share their own version.
Result
The #OMGFirstSip challenge transformed the first taste of OMG Bubble Tea into a social-first experience designed around Gen Alpha’s culture of participation and self-expression. It generated authentic, entertaining UGC while helping OMG Bubble Tea build a playful and recognisable presence among its target audience.