Society Tea enjoys a 43% market share in Maharashtra and is the largest tea brand with a strong loyal customer base. They wanted to do something that reinforces and imprints the brand among its loyal base and perhaps starts a conversation with the rest.
The ‘four cups’ is featured on every pack of Society Tea but this is the first time it is being played up like this.
The Idea of putting outdoors with no branding was to pique the interest and curiosity, and illicit a mental response from people because there’s practically nothing besides a few letters. And an image that has been on the pack front.
We feel once they complete the brand name in their heads, chances are the brand will stick somewhere in back of their heads. And in the other case, chances are it might strike at the final mile where it matters most – the supermarket.