Question

Topic: Branding

Idea For Tea Bags Campaign

Posted by Anonymous on 10/15/2008 at 11:01 AM ET 500 Points
i want to have some unique ideas for tea bags campaign (BTL activities ) focused on creating brand equity, maximize brand visibility and promoting brand usage.

Target market: university going youngsters
18-26 age group

the targeted group belongs from a culture that thinks tea bags don't give you the taste of strong tea (made in kettle). so campaign should focus on promoting the idea that if consumer uses proper tea preparation method they will have the required taste, be it light or strong.

the campaign should be made around the idea that each individual is different and so should be their tea.

The campaign would be executed at the campus of colleges. it may include sponsored events and stuff but how to promote them in a creative manner so that the big idea is promoted. i.e., your tea , like you should be different AND proper preparation method provides you with that taste.
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RESPONSES

  • Posted by Mikee on 10/15/2008 at 5:46 PM Accepted
    I think you need to do a bunch of different photos showing all kinds of people drinking your tea. Get people from all different types of jobs and interests. If you are looking for just college students get athletes, engineers, professors, small people, big people, different races etc. The more the merrier.

    Tea as Unique As You

    You did not mention your media. Print Ads, Web, TV, Radio, Posters, etc. Pretty much all of these can be handled with this idea.

    You might even start a contest where people send you pictures drinking your tea in their own unique way. People could send you video's and you can put them on You Tube. Get people excited about showing how unique they are. Perhaps in the ad you want them to tell what their favorite tea is.

    Hope this helps,
    Mike
  • Posted by Jay Hamilton-Roth on 10/15/2008 at 7:38 PM Member
    The tea bags aren't what you want to be promoting (since any tea could be brewed properly), but instead create (or license) an integrated tea/thermos with a built-in timer for busy students/people. Fill the thermos, drop in the bags, cover, set the timer. When the timer goes off, it's tea time! If the timer could automatically sequester the bag itself, even better. This would be a higher profit item and your tea bags would be the brand of choice.
  • Posted on 10/17/2008 at 7:31 PM Accepted
    I'm not sure where your market is located. Where I come from, Vancouver Canada, teabags are the most popular way to brew tea - at least among the tea-drinkers I know (so a totally unscientific poll).

    How about having some fun with it? Sponsor a contest where students have to design and/or act out some sort of zany contraption that will brew the perfect cup of tea using your teabags. Then on contest day give away teabags and information, demo how easy your teabags are with just a kettle and teapot etc.

    Or have blind taste tests - loose leaf tea vs. your teabags. Something along the lines of:

    Spot/Taste the Difference. Can tell what's different? One is [insert your teabag advantages here].

    Best of luck!
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