Ito En is the world's leading green tea beverage company. Despite their 50 year heritage in Japan, they entered the US market a relatively unknown player. We helped two of their biggest brands, Teas' Tea and Matcha LOVE launch a new product: Cold Brewed Tea.
Matcha tea provides a jitter-free energy that's notably different from other caffeinated beverages. The calm focus it provides is what inspired the brand's tagline: "Stay Grounded." To launch their new Cold Brew tea, which provides even more sustained energy than hot-brew tea, we leaned into consumption moments that demand more to "Stay Grounded."
Tea is often seen as a drink we consume in quiet moments—with the Sunday paper, over a dish of cookies, perhaps. Our campaign, called "Tea Time," sought to pivot traditional "treat yourself" consumption moments into "test yourself" moments—ones that require the sort of calm, energized focus that only matcha energy can provide.