Clipper Teas looks to capitalise on January health trend with 'New Year Revolutions' push
Clipper Teas is hoping to attract a new wave of customers on a January health kick to its green tea range with a campaign to encourage people to ‘turn over a new leaf’ this year.
The New Year Revolutions push includes both outdoor and online video executions, with the latter shot using a hidden camera in Clipper’s ‘Truthful Green Tea Shop’, a pop-up store that shows consumers reacting to some of the processes and sometimes bitter tastes of other green tea brands.
The planned activity aims to attract new green tea ‘considerers’ as well as existing green tea drinkers to the Clipper brand, to capitalise on the annual sales uplift that is typically seen within the green tea market in the first month of the year.
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"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,” said Rebecca Vercoe, Clipper brand controller at owner Wessanen UK. “We’re looking to address this by introducing an even wider audience to the distinctively light and fresh, Clipper green tea taste profile.”
The outdoor campaign aims to reach 90 per cent of adults across London and the South East during the month of January, while Clipper expects the online video to gather at least one million views throughout 2016.
Throughout January, consumers will be able to trial Clipper’s range of green tea packs with a ‘tastes great or your money bank’ promotional guarantee.
The outdoor campaign has been created by Big Fish. The Truthful Green Tea Shop was conceived, produced and filmed by Exposure.