Drink Me Chai
issue:
Brand had a loyal following but had reached a plateau and needed to encourage trial.
solution:
Our ‘If Me stressed, Drink Me Chai’ sales promotion idea positioned the drink as a need state drink alternative to tea or coffee. This was combined with a money off incentive to help drive trial.
result:
Increased penetration helped convince Tesco to move the brand from the sleepy evening malt drinks aisle, to the latte coffee area of their stores.
