The Campaign

Malaysians love tea but aren’t adventurous tea drinkers. Often opting for green, yellow or black tea. How can we get Malaysians to give the unique flavours of BOH Herb & Fruit Infusion Tea a try? More than tea, Malaysians love an epic story, tales that take us beyond he ordinary. So, we created “BOH Tales: Planet Home”, a tea tasting box-set that comes with an epic story inspired by unique tea flavours. We also made the conscious decision of targeting a younger demographic between the age of 25 to 35 – a group that was also more likely to subscribe to a health and well-being conscious lifestyle that presented new opportunities to promote the healing and relaxing properties of BOH Herb & Fruit Infusion Tea. The use of digital content and smartphone as a platform were also a reflection of the content consumption behaviour of our target audience.

Creative Execution

Much considerations were put into the creation of “BOH Tales”. As it was made in the image of a story book, the illustrations played an equally important role in conveying the tale as the written words. The design of the characters and their environments were hugely inspired by the properties of each BOH Herb & Fruit Infusion Tea flavours as well as their distinct packet colours. For example, Captain Pippa Menth was inspired by the flavours of peppermint tea and her home-world reflected the cool minty freshness of the tea variant too – in both salient and subliminal ways. Conscious decisions were made on the illustrations style as to steer away from looking too childish. Taking references from cartoon images off the pages of The New Yorker and Monocle, resulted in a stylistically quirky yet modern illustrations. Plus, the use of textures gave the illustrations depth and character.

Indication of how successful the outcome was in the market

Prior to the launch of “BOH Tales: Planet Home”, the sale of BOH Herb & Fruit Infusion Tea and other alternative tea variant saw a 25% drop from March to April 2018. However, following the launch of the “BOH Tales: Planet Home” tasting box-set in in May 2018, sales for BOH Herb & Fruit Infusion Tea and other alternative tea variant have recovered and increased by 44%. Thus, becoming one of BOH’s most successful sampling exercise – one that also translated into sale figures for the clients Following the launch, we’ve also seen an increased in social media mentions of the BOH brand by its intended younger audience. Visits to the BOH Tea Centre in Sungei Palas have also enjoyed a welcome increased since the BOH Tales book-sets were put on display.