Challenging Stereotypes
Q] What was the idea behind the #everyBODYcan campaign? Q] Which mediums were used to amplify Tetley Green Tea Immune’s #everyBODYcan campaign? Q] Lately, marketers have begun to consider Connected TV as one of the elements in their marketing mix. Will Tetley amplify the campaign via CTV? Q] Talking about CTV advertising, how do you measure the ROI on your campaigns? Q] Looking at the current market sentiments, what strategies does Tetley utilize to reach the masses? Q] Do you think the proposition for brands like Tetley has changed after COVID? Q] Apart from this campaign, what other innovative marketing strategies is Tetley Tea using to reach the masses?
During our research we realized that a lot of people were aiming towards looking fit. We wanted to explore that space because, today, everyone is on social media and their life story is on the internet. People are feeling the pressure to build a certain body type, and in the process end up in self-doubt and with a lack of self-confidence. So, as a brand which wants to talk about overall fitness, we thought that this will be a good space to explore.
Unfortunately, over the years people are associating themselves with short term goals such as looking slim, but one should acknowledge that fitness is a more holistic concept. People obviously build up biases by looking at their body types and judging their capability to do certain chores or activities. So, we thought that we need to challenge some of these stereotypes, and this idea became the genesis of the campaign. In a very short time, we have received an overwhelming response. In my view it’s the relatability of this campaign which is driving its popularity.
We launched the campaign on Women’s Day and the idea was to go mass with it on Digital and TV along with other mediums. So, there is a 360-degree plan to amplify the campaign, so that the thought reaches more and more people.
Yes, absolutely. We’re exploring the CTV space as well. As a marketer you need to be where the consumers are. One needs to know what the consumers are viewing and understand their content consumption patterns. So, if they happen to be on Connected TV, we will definitely look into it as a medium.
We are working with the agency to set some KPIs to be able to measure the effectiveness of our marketing initiatives. Digital offers a variety of metrics and KPIs that one can look at. I believe that when we launch a campaign, it should always be Return on Objective (ROO) that we track and not Return on Investment (ROI). It is always better to set the objective right and measure it using the right metrics. Once the right objective is set, there is an agency and other tools which we use for measurement and we keep on monitoring it till the campaign is live.
India was going through a wave where people were increasingly aiming for fitness and wellness. The pandemic accelerated these concerns. It has now become a top priority in the minds of the people. There are various degrees, right from active fitness to passive fitness but people, in general, are aware of being fit or being healthy. They are concerned about what to eat and drink. Tetley Green Tea is the right product for them. During COVID19 we added vitamin C in the product to amplify the power of Green tea. Our product has antioxidants and vitamin C, which makes it more relevant for holistic fitness. Both, from consumer centricity and from the standpoint of product offering, I think, we are quite in sync with the market.
Post COVID the brand proposition is still anchored in fitness, but what has changed now is that people are looking at holistic or overall fitness. So, we have evolved around that as well. I think, after the pandemic, a lot of products came with different propositions for specific product types. For example, not just Tetley green tea, we have brands like Tata Tea Gold Care which has the goodness of natural ingredients. They are all doing really well for us. Health and wellness category was always important for food and beverage brands and it continues to be in trend even after the pandemic.
We have brought some innovation into the space by using Metaverse for our brand Tata Tea Premium which is in the space of urban localization. We celebrated Holi with Tata Tea Premium for which we actually utilized the Metaverse. That was the time when we were just emerging out of the pandemic and everyone was skeptical about celebrating the festival. Few months back we created music using Artificial Intelligence. We picked up a folk song that is sung during Lohri, and gave it a twist in which consumers had to type in a word and the AI customized the song for them. So, we have been using technology, and some of these things have helped us to focus on driving our objective better.
Tags : #exchange4media #Tata #IMPACTINTERVIEWS #adcampaigns #ThisWeekOnIMPACT #TataConsumerProducts #PuneetDas