What we’ve been asked to do…

What we aim to do…

15%

50%

Brand Overview

Industry Research

Standard tea is dominant.

ABC1 25-34-year-olds

8/10 Adults in the UK are tea drinkers.

Growing health and ethical consumers

Secondary Research

Rise in herbal tea

English breakfast teas seen as a comfort

Green Tea increased 12.6%

Lack of knowledge and awareness

Competition

PG Tips24%

Tetley18%

Twinings11%

Yorkshire Tea8%

Typhoo3%

Twinings Everyday

2%

Tetley Decaf2%

PG Tips Decaf2%

Yorkshire Gold1%

Yorkshire Tea for Hard

Water1%

Others12%

Own-label 16%

Insights

Women are more likely to drink tea, to relieve stress.

One

Two

Mutual agreement that tea in a tea pot tastes best.

Three

Me time drink

Four

The young are more adventurous tea drinkers

Five

Educated urbanites drink tea to relieve stress

Six

Very few places make a good cup of tea.

25-34 Year OldsEducated Urbanites

Primary Research

We asked the target audience

Meet MattAffluent Urban Professional

Business graduate Lives in FulhamRents a city apartment with friendsSingleOn trendEveryday Internet userHard workerGoes gym regularlyShops in WaitroseReads The Guardian

Meet Martin and JoanneWell off Professionals

CoupleLiving together in a converted flatCambridgeHigh incomes: earning over £50,000They love their credit cardsExtensive Internet usersOften go to the TheatreRegularly read The TimesEco friendly recyclers

Therefore…

Always about: commuting/travelling

Target market is stressed

Enjoy ‘me’ time

Drink tea at home

To de-stress

Drink My Cup of Tea, to be stress free.

Big Idea

Elephants Arrive

Elephant footprints in strange places

PR Stunt – Teepees for Tea Tasting

6 cities 6 weeks

Caption Competition

Prize and Follow Up

Implementation and Social Media Plan

Big footprints- scanable to link to the facebook page – ‘The Elephants are coming’’

Post clues about the elephants coming on facebook. Send out press releases about elephants.

Big red footprints with a small white MCOT logo and the bottom of the print.

PR stunt- The Elephants are Coming. Everyweek for 6 weeks – London, Leeds, Nottingham, Cambridge, Edinburgh and Manchester

Caption Competition launched via Facebook. One photo chosen by the MCOT team.Captions can only be posted if you like the MCOT Page.

Winner of the caption competition used in the outdoor media campaign.

Winner goes on a luxury holiday (sponsored by Traveller Magazine) to India with tea inspired events.They are given a camera and have to document the trip – official ambassadors for the brand

Photos are then used through Facebook to advertise MCOT.Partnership with Conde Nast Traveller Magazine. Give them an exclusive editorial about our competition winners tea themed holiday.

Airport teepee’s and booths in the executive lounge

Magazine print is distributed.Continue to measure the original objectives of the campaign. Use the fan base created over the duration of the campaign to leverage further sales.

Weeks 1-4

Weeks 4-7 Weeks 8-17

Analyse and issue press releases

Weeks 17-22

Weeks 22-38

Weeks 41-43

Weeks 43-48

Weeks 49+

BudgetFootprints: £2,200Red paint: £600Foot print staff: £5,000Tea/sales staff: £12,000Online staff: £2,000Actors including travel : £24,000Red elephant costumes: £1,000Teepee and accessories: £9,400Billboards: £10,200Flights: £2,850Hotel: £3,130Permits: £120,000Agency Fees: £50,000Social Media: FreeTotal: £242,380

Conclusion / Back to KPI’sTea drinking being a personal experience for the consumer; communicating with the consumer on a level where they can identify with the brand.

Our main focus is to position My Cup Of Tea as a drink used by educated urbanites to de-stress.

We believe this campaign appeals to our target market on a interactive and engaging level and will therefore allow us to increase sales, awareness and brand ambassadors for My Cup Of Tea.

Thank You.