A substantial new outdoor and transport campaign from Fairtrade tea brand Clipper Teas will aim to attract new “considerers” to the green tea category, as well as existing green tea drinkers to the brand.
The Wessanen-owned brand’s New Year Revolutions campaign will seek to encourage consumers to “turn over a new leaf” in 2016, and attract further custom for its range of green teas. It will combine an outdoor and transport campaign with a playful online video, shot using hidden videos inside Clipper’s so-called truthful green tea shop.
The outdoor campaign will reach 90% of adults across London and the South East during January. The YouTube video, which light-heartedly questions some of the processes and ethics behind other green teas, will be shared extensively through the use of bloggers and social media. Clipper expects more than a million people to watch the video during the course of this year.
It is hoped that the planned activity will capitalise on the annual sales uplift that is typically seen within the green tea market in the first month of the year, with many consumers seeking healthier or lower-in-caffeine beverage options.
Clipper brand controller Rebecca Vercoe said: “The green tea market has seen considerable growth over the past three years as healthy living continues to rise up the consumer agenda. But consumer concern over bitter-tasting green tea still remains. We’re looking to address this by introducing an even wider audience to the distinctively light and fresh Clipper green tea taste profile.
“We believe that the more natural the tea, the more natural the taste. Clipper uses only young leaves and works closely with experienced growing partners to delicately process these, with nothing artificial added along the way. This means light, delicate and refreshing tea, with no bitter after-taste.
“The last thing we want is for new green tea drinkers to buy a green tea and then be put off forever, either because it doesn’t deliver on taste or it has a nasty after-taste due to poor processing, artificial flavourings or fortification.”
The new outdoor campaign has been created by Big Fish, while The Truthful Green Tea Shop was conceived, produced and filmed by Exposure.
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