UNILEVER
Yellow Label Tea...Clear your mind campaign
CHALLENGES
Dealing with long standing perception issues like...
In Nigeria, tea is not considered as young peoples drink.
It is also received as a drink to be taken strictly during breakfast
The other key challenge was how to effectively use Nigeria's fragmented media to target audiences throughout the campaign.
AGENCY'S RESPONSE
Our response was a 2 pronged campaign...
1. Key Opinion Formers (KOF) Campaign/Forum
This part of the campaign was addressed to the KOFs that can influence public
perception of the benefits of tea. This helped to position the brand as a thought
leader in the industry.
2. Youth drive
'Tea is cool',Our ideas on this platform included taking tea to school, holding ampling sessions & holding youth oriented events as well as expanding some of the science behind tea drinking in hot weather.
RESULTS
The campaign got coverage from a wide spectrum of media platforms...
Total number of print reports , 54; total number of broadcast, 7
Yellow Label Tea...Clear your mind campaign
THE TASK
Develop a campaign that highlight the health benefits of tea to existing tea drinkers & also to make drinking attractive to a younger demography.
CHALLENGES
Dealing with long standing perception issues like...
In Nigeria, tea is not considered as young peoples drink.
It is also received as a drink to be taken strictly during breakfast
The other key challenge was how to effectively use Nigeria's fragmented media to target audiences throughout the campaign.
AGENCY'S RESPONSE
Our response was a 2 pronged campaign...
1. Key Opinion Formers (KOF) Campaign/Forum
This part of the campaign was addressed to the KOFs that can influence public
perception of the benefits of tea. This helped to position the brand as a thought
leader in the industry.
2. Youth drive
'Tea is cool',Our ideas on this platform included taking tea to school, holding ampling sessions & holding youth oriented events as well as expanding some of the science behind tea drinking in hot weather.
RESULTS
The campaign got coverage from a wide spectrum of media platforms...
Total number of print reports , 54; total number of broadcast, 7
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