| Title | CALM TEA BAGS |
| Brand | BOH PLANTATION |
| Product / Service | BOH CAMOMILE TEA |
| Category | B02. Drinks |
| Entrant | M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company: | M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA |
| Design/Advertising Agency: | M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Farrokh Madon | M&C Saatchi | Chief Creative Officer |
| Henry Yap | M&C Saatchi | Executive Creative Director |
| Marzuki Maani | M&C Saatchi | Group Creative Director |
| Neil Leslie | M&C Saatchi | Creative Director |
| Choo Chee Wee | M&C Saatchi | Art Director |
| Pauline Ang | M&C Saatchi | Art Director |
| Ellie See | Design Factory | Designer |
| Pauline Ang | M&C Saatchi | Designer |
| Farrokh Madon | M&C Saatchi | Copywriter |
| Ahmad Fariz | M&C Saatchi | Copywriter |
| Ellie See | Design Factory | Typographer |
| Pauline Ang | M&C Saatchi | Typographer |
| Sebastian Ng | M&C Saatchi | Agency Producer |
| Jesse Choo | Photographer | |
| Farrah Harith-Mcphershon | M&C Saatchi | Account Director |
CHALLENGE: Limited Promotional & Marketing budget compared to category heavyweights like Lipton.
OBJECTIVE: To position BOH Camomile Tea as the calm moment in a crazy day.
We wanted to show the difference a cup of BOH Camomile Tea can make to a harried person. Special promotional packs were produced. They contained tea bags that featured a design (printed using edible tea ink) showing the stressed person's state of mind. Once the tea bag was immersed in a cup of boiling water, the edible tea ink dissolved, revealing a much calmer image.
The promotional tea bags caught the attention of the public and the media & significantly increased sales during the promotion period.