To distinctly advertise their “Green tea” and “Super tea” products and provide unique incentives, Tetley planned two separate campaigns in two waves. Each campaign was supported by a mini-shop and a teaser to showcase the products throughout the user’s journey within the application.

The two campaigns offered the products for £1 in both the first and second waves. This strategy not only helped Tetley in drawing new customers but also promoted the trial of both product types.

To distinctly advertise their “Green tea” and “Super tea” products and provide unique incentives, Tetley planned two separate campaigns in two waves. Each campaign was supported by a brand channel and a teaser to showcase the products throughout the user’s journey within the application.

The two campaigns offered the products for £1 in both the first and second waves. This strategy not only helped Tetley in drawing new customers but also promoted the trial of both product types.

The activation met the brand’s needs, while enabling it to gather unique consumer information thanks to the post-purchase survey. This revealed data such as the percentage of consumers distributed across the various major chains, the type of consumer profile, and much more…

Due to this activation, 67% of consumers for “Green Tea” and 83% for “Super Tea” were introduced to the products, with 86% and 80% respectively, considering a repurchase even without a promotional offer.

Moreover, valuable insights were highlighted, with 92% of shoppers asserting that Tetley “Green Tea” and “Super Tea” taste as good or even better than other brands. Taste emerged as the defining characteristic of premium tea, with “unique ingredients” (34%) being particularly appealing to those who redeemed the Green Tea offer, while “Additional flavours” (37%) were favoured by Super Tea redeemers.

Green tea : 

– 2,26M impressions 

– 86% repurchase intent 

– 67% incremental sales 

Super tea :  

– 2,38M impressions 

– 80% repurchase intent

– 83% incremental sales