Drove Double Digit Tea Sales for Decades

Our Strategy

  • Pioneered the “functional-foods” trend by communicating health benefits of phytonutrients beyond basic nutrition
  • Conducted series of international scientific meetings as platform to communicate tea’s benefits
  • Insured adequate “news” window for member brands to showcase their individual product benefits while contributing to the overall good health “halo” for tea

Results

  • Raised awareness of health benefits of tea to 76 percent among current tea drinkers
  • Provided unique platform for Specialty Tea companies to utilize as point of differentiation versus other beverages
  • 24% growth in the black tea market since 1991
  • 127% growth in green tea market since 1991

Tapped Tea Event & Twitter Promo to Push Tea Buzz

Our Strategy

  • Increased social media buzz across all platforms by creating the #IndividualiTEA sweepstakes to engage consumers
  • Leveraged the media frenzy surrounding Mariah Carey demanding Hot Tea on New Year’s Eve in Time’s Square

Results

  • Generated 622 placements and 360,923,314 impressions in traditional and social media
  • Received 1,876 entries
  • 13% increase in Twitter followers