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.