Consumer · Tea
Casting Tea Against Type
A social media campaign for Elmstock Tea that reframed a traditionally feminine category around men, and gave four blends a personality worth reaching for.
- ClientElmstock Tea
- SectorConsumer · Tea
- BriefIncrease sales
- ScopeSocial media campaign · Creative strategy
- ProductsConcentrate · Loose leaf · Herbal
Role
- Creative strategy
- Audience segmentation
- Social media campaign
- Copy direction
- Content generation
Tea has been sold the same way for a very long time. A gentle, largely feminine visual language that stopped a big potential audience from ever pausing on the shelf. Elmstock needed a social campaign that would move sales without walking away from the craft the brand is built on.
Rather than adding another shade of pastel to a crowded category, the campaign moved sideways. Men were the segment being politely overlooked. The work was written for them directly, and each product was cast against a specific character worth spending a morning, or an afternoon, with.
Concentrate: for the busy athlete who's out the door before the kettle finishes. Loose leaf: for the man running his own business, taking ten proper minutes because the rest of the day belongs to him. Herbal: for the family man, winding down at the end of a loud, good day.
Four blends stopped being 'tea' and started being characters someone could recognise in themselves. The category rules did not change. Just who they were written for.
Results