The Campaign

HEALTHY CUPPA TEA! Situation: Today’s generation was consuming unhealthy beverages and their perception about health benefits of tea was low. Tea was considered to be consumed by older generation. Goal: Dispel myths around tea and reinforce it as a healthy beverage. Strategy: National survey was conducted to study consumer attitudes towards tea. Findings: Consumers perceived tea as unhealthy and had several misconceptions. Given its heritage, Brooke Bond took up the onus of consumer education. ‘Brooke Bond Tea Council’ was conceptualised to propagate tea's benefits. Execution: BBTC raised the concern that India was losing a generation of tea drinkers as a media hook and encouraged drinking three cups of tea daily. BBTC comprising tea experts, nutritionists and scientists, was launched in Mumbai in September 2010 by Chairman, Tea Board of India. Tea White Paper was unveiled. National media round tables were held. BBTC executed article placements in publications, interviews with writers and participated in seminars. Results: a) PR Value - Rs 1.20crores b) Coverage - 422 Print, 121Online, 5 Electronic c) Attribute Score: 'Good For Health' Attribute: 13% increase in Maharashtra on Brooke Bond Red Label, 5% increase in South India on Brooke Bond 3 Roses d) 90% Key message delivery

The Brief

The goal of campaign was to propagate the goodness of tea across India, dispel the varied myths and misconceptions that exist around tea, change negative perceptions around tea and make it more appealing to younger generation. The socio-demographic target audience was primarily: Housewives: LSM 3+, 22-45 years; both working and non-working women across urban and rural India were considered. Youth: LSM 3+, Males and Females, 18-25 years A consumer survey was conducted by AC Nielsen to study consumer attitudes towards tea. The survey revealed that consumers across India perceived tea to be unhealthy and had several misconceptions about the beverage.

Results

Post the launch of the Brooke Bond Tea Council in Mumbai in September 2010, an independent agency measured the PR impact on the brand. During the period October-December 2010, post the launch of the Brooke Bond Tea Council, the data highlights the following: 1. Attribute Score On the 'good for health' attribute there has been: 13% increase in Maharashtra on Brooke Bond Red Label 5% increase in South India on Brooke Bond 3 Roses 2.Total Media Coverage • Print: 422 Clips which includes mainline and regional publications and lifestyle magazines • Online: 121 clips • Electronic : 5 clips 3. Total PR Value: Rs 120,00,000 (Rs One crore twenty lakhs) 4. Key message Delivery: 90% The Brooke Bond Tea Council continues to contribute to the media through authored article placements in health supplements, interviews with health writers and participation in health seminars.

Execution

The campaign was executed in 3 phases: Pre-launch phase: Experts were empanelled to form the Brooke Bond Tea Council. Launch phase: The Brooke Bond Tea Council was launched at a media event in Mumbai on 7th September 2010. The White Paper on tea titled 'Brooke Bond Tea Council Health Paper' was unveiled. At the event, the Council members launched the website www.brookebondhealth.com. Tea myths were busted by Council members. Post the launch, regional media round tables were held in Delhi and Chandigarh. The Southern chapter of the BBTC consisted of round tables conducted in key cities like Chennai, Coimbatore and Visakhapatnam. Sustenance phase: Content dissemination in the form of authored articles, quotes by Council members, leveraging occasions and ingredients like Flavonoids were propagated. Authored article placements in health supplements, interviews with health writers, influencing-the-influencer programme, participation in health seminars, are some of the key initiatives of the campaign.

The Situation

Widespread prevailing myths and misconceptions about tea being unhealthy was inhibiting its consumption - consumers perceived tea to be addictive and habit forming, not natural and not good for health. Other myths surrounding tea were that it hampered iron absorption, caused acidity, was bad for the bones and caused skin darkening. There was general apathy towards tea as a beverage. Consumers were drinking tea as a habit and not for its numerous health benefits. Perception and knowledge among consumers about the health benefits of tea was poor. Tea was being considered as traditional and for consumption by the older generation.

The Strategy

Since there was general apathy towards Tea, as an initial step, Brooke Bond commissioned AC Nielsen to conduct a survey to find out the perceptions and attitudes towards tea as a beverage. The survey findings revealed that consumers across India perceived tea to be unhealthy and had several misconceptions about tea. The strategy consisted of empanellment of a Council of key opinion leaders to reach out to consumers and important stakeholders through media and create awareness about the goodness of tea. Therefore it was decided to empanel an independent body of health experts like nutritionists, scientists, tea experts and Government bodies from the tea and health fraternity to educate, bust myths and create buzz around tea. To showcase Brooke Bond's expertise and heritage, a White Paper on tea encapsulating the science and health of tea was to be commissoned. A media outreach campaign for the launch and sustenance was formulated.