The Brief

Our objective was to position BOH Camomile Tea as the calm moment in a crazy day. Our approach was to show the difference a cup of BOH Camomile Tea can make to a harried person.

Describe how the promotion developed from concept to implementation

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. Each box contained 6 Designs. Sampling booths were set up at office buildings and at Points of Sale in the business district. While savouring a calming cup of BOH Camomile Tea, the tea drinker could see the transformation the tea could bring about in his/her own tea cup.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotional tea bags caught the attention of the public and the media significantly and helped increase awareness of the positioning of BOH Camomile Tea. Sales at Points of Sale were good. The client is now planning a new, cost effective promotion for BOH Camomile Tea in the coming year.

Explain why the method of promotion was most relevant to the product or service

By making the humble tea bag go beyond its functional purpose and also make it serve as the Creative Idea and the Media, BOH reduced the Production and Media costs associated with a traditional advertising campaign. This was especially relevant considering that it's promotion budget was a fraction of industry heavyweights like Lipton.