What we ’ ve been asked to do…. What we aim to do…. 15% 50%. Brand Overview. Premium. Treat. Modern. Classy . Sleek. Recyclable. Comforting. Upscale. British. Careful Sourcing. Sophisticated. Luxury. Healthy. Quality. Fresh. Passion. Industry Research.
Standard tea is dominant.
8/10 Adults in the UK are tea drinkers.
Growing health and ethical consumers
Rise in herbal tea
English breakfast teas seen as a comfort
Green Tea increased 12.6%
Lack of knowledge and awareness
Women are more likely to drink tea, to relieve stress.
Mutual agreement that tea in a tea pot tastes best.
Me time drink
The young are more adventurous tea drinkers
Educated urbanites drink tea to relieve stress
Very few places make a good cup of tea.
We asked the target audience
Lives in Fulham
Rents a city apartment with friends
Everyday Internet user
Goes gym regularly
Shops in Waitrose
Reads The Guardian
Living together in a converted flat
High incomes: earning over £50,000
They love their credit cards
Extensive Internet users
Often go to the Theatre
Regularly read The Times
Eco friendly recyclers
Always about: commuting/travelling
Target market is stressed
Enjoy ‘me’ time
Drink tea at home
Winner goes on a luxury holiday (sponsored by Traveller Magazine) to India with tea inspired events.
They are given a camera and have to document the trip – official ambassadors for the brand
Caption Competition launched via Facebook. One photo chosen by the MCOT team.
Captions can only be posted if you like the MCOT Page.
Airport teepee’s and booths in the executive lounge
Post clues about the elephants coming on facebook. Send out press releases about elephants.
Analyse and issue press releases
Winner of the caption competition used in the outdoor media campaign.
Magazine print is distributed.
Continue to measure the original objectives of the campaign. Use the fan base created over the duration of the campaign to leverage further sales.
Big footprints- scanable to link to the facebook page – ‘The Elephants are coming’’
PR stunt- The Elephants are Coming. Everyweek for 6 weeks – London, Leeds, Nottingham, Cambridge, Edinburgh and Manchester
Photos are then used through Facebook to advertise MCOT.
Partnership with Conde Nast Traveller Magazine. Give them an exclusive editorial about our competition winners tea themed holiday.
Big red footprints with a small white MCOT logo and the bottom of the print.
Red paint: £600
Foot print staff: £5,000
Tea/sales staff: £12,000
Online staff: £2,000
Actors including travel : £24,000
Red elephant costumes: £1,000
Teepee and accessories: £9,400
Agency Fees: £50,000
Social Media: Free
Tea drinking being a personal experience for the consumer; communicating with the consumer on a level where they can identify with the brand.
Our main focus is to position My Cup Of Tea as a drink used by educated urbanites to de-stress.
We believe this campaign appeals to our target market on a interactive and engaging level and will therefore allow us to increase sales, awareness and brand ambassadors for My Cup Of Tea.