Results and Effectiveness

•330,000 + consumer calls over a period of 2 months •Digital campaign recorded 50,000+ You Tube views •3Roses saw 3.5% Market share gain between October ‘10 and December ‘10 in Tamil Nadu (Source: Nielsen) •Highest ever quarterly Market share at 53.7% recorded in last 3 years in Tamil Nadu (Source: Nielsen) •There was 9% uplift in Sales volumes during this period (Source: Unilever) •Mind measure for the statement ‘Tastes better than other brands’ saw a jump of 11% post this Campaign (Source: Milward Brown)

Creative Execution

We got two leading stars of Tamil Nadu together, Trisha & Vikram. Trisha, an ardent 3Roses fan tries to convince Vikram that 3Roses is the best tasting tea. Vikram challenges Trisha to let him be convinced by the 3 Roses consumers. Phase 1: Trisha asks consumers to call Vikram on a 10 digit toll free number and convince him regarding the taste superiority of 3Roses. The challenge was taken across various channels like TV, Cinema, Digital & Outdoor Phase 2: We then aired Consumer testimonials, while call to action continued. Extensive on-ground sampling of 3Roses gave consumers the 3roses taste challenge experience Phase 3: Finally after receiving calls from consumers, Vikram gets convinced that 3Roses is the best tasting tea. He announces becoming a 3Roses fan across media. Finally after Vikram got convinced, he launched a special edition of 3Roses pack with his signature that served as a testimony.

Insights, Strategy and the Idea

Brooke Bond 3 Roses Tea is a market leader tea brand in Tamil Nadu, a southern state of India. Its positioning is ‘Good time to talk’ over a cup of 3Roses tea signifying togetherness in married couples. Challenge • 3Roses brand proposition revolved around ‘emotional engagement’ but we were losing the functional space of taste to competition. This led to 54% of 3 Roses households to dual consumption households (House hold panel) Marketing Objective • Improve taste perception scores • Increase consumption in these dual consumption households Insight • Tea is a category driven by experience, consumers believe only in what they taste! • Celebrities strongly influence Consumer behavior. However, no brand has ever given consumers the opportunity to voice their opinion about the brand to influence a celebrity. Idea • We turned the tables with ‘3Roses Taste Challenge’ where the consumers endorsed the brand and recommended it to celebrities.