Tejava is a ready-to-drink bottled tea that is brewed in small batches with tea hand-picked from Java and water. And that’s it. Unlike other iced teas, Tejava doesn’t add any flavors or sweeteners that would cover up its bold, yet smooth taste. They never have, and as we worked with them to develop a refined positioning, package design and communications campaign, it’s important to know they never will.
As more consumers look for healthier alternatives to soda, teas are enjoying significant growth. Many, however, contain the same sweeteners and calorie count as the drinks they are looking to replace.
Once we established the refined strategy, we developed an integrated communications campaign to promote that Tejava is “Never Sweetened. Boldly Smooth.” Combining radio, outdoor, Facebook, blogger outreach, and a sampling vehicle that appeared at popular local events, the campaign successfully raised awareness, including experiencing click-throughs on mobile and online of up to 9x the industry average. This helped Tejava experience increased retailer distribution, and a 20% increase in consumer sales in the campaign markets.
To reinforce the simple goodness of Tejava on shelf, we redesigned the packaging by stripping away any background distraction, and refined the wordmark to make it bolder and easier to read.