Australians love tea drinks, but the ‘bubble tea’ explosion that took Asia by storm in the 1990s had never truly taken off in Australia – despite success in culturally similar markets like the US, Canada and Western Europe. To get more Australians into Cha time, Sphere was tasked with selling the range of drinks in a way that made them more appealing to an audience used to drinking cold tea that comes pre-bottled from supermarkets and service station fridges.
To refresh the brand, Sphere worked with Cha time to examine every facet of their business, from internal communications planning, to product testing, and even management of internal and external workshops for franchisees. Taking the findings of our workshop sessions, we devised a strategy that would not only speak to the consumer’s desires but reflect the personality of the organisation itself. This led to ‘You’ve never had iced tea like this before’: a colourful, cheeky, ingredients-centric platform that celebrated the exciting and exotic nature of the drinks and importantly, positioned the product as an iced tea. Through in-store posters, menus, TV, radio, digital and social, we’ve demystified Cha time’s offering for Australians who were never properly introduced to the products – and helped cement Cha time as ‘The Home of Freshly Brewed Iced Tea’.
In the first month since launch, sales increased nationwide by 16.1%. In addition, franchise opportunity leads increased 210% and the TVC had achieved over 900,000 views across YouTube and Facebook with 3,000 comments and 4,500 likes.
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