Ahmad Tea

Challenge

Ahmad Tea, one of Britain’s top tea brands, was looking adjust its messaging and brand position in China to tell a better story to its target audience – and to better understand that target audience. In a highly competitive environment – China has plenty of domestic and imported tea brands – Ahmad Tea needed to clearly differentiate in order to increase its market position. 

Solution

Through comprehensive market research that included qualitative and quantitative elements, as well as a competitive audit, Brandigo helped Ahmad Tea identify the target audience (Gen Z, Female) and come up with multiple brand and marketing approaches. Brandigo identified an open marketing opportunity in fruit tea and mixed tea + ingredient drinks – a hot trend in China. 

After testing and validating the approach through consumer testing, Brandigo implemented the campaign through an innovative “fruit couple” campaign that included Chinese social media, creative assets highlighted by an interactive personality test, and overall channel management. The campaign enhanced Ahmad tea’s brand leadership in the fruit tea sector. Refreshed visual design and entertaining online activities helped grow brand awareness among a younger Chinese generation.