Chatime is serving up new hot teas for winter in its ‘Blow Me, I’m A Hot-Tea’ campaign, designed to increase demand in what is typically its quieter months.
Chatime’s new head of marketing, Tim Paton, said that knowing what resonates with the Australian audience has allowed the company to have fun with a tongue-in-cheek approach to the campaign.
“This is the beginning of big things for us and we’re excited about infusing the fun into our campaigns from the start,” he said.
“Chatime has opened more than 90 T-Breweries in the last seven years and we have ambitious growth plans for more.
“This campaign supports our efforts to increase awareness of Chatime as a fun and cheeky brand that wants to be noticed, increase awareness of our hot drinks category for winter, while elevating and supporting our ambitious growth plan to reach 200 locations across Australia by 2020.”
‘Blow Me, I’m a Hot-Tea’ is a national ATL campaign currently executed across national street furniture, nation-wide billboards, and transit advertising across Australia.
“As part of our step-change in cheeky, reactive comms, the creative was developed by our newly formed in-house creative development team,” Paton added.
They have also invested in personalised teacups with cheeky messages, designed to reach consumers via social influencers.
“We know that the biggest driver of Chatime sales is word of mouth recommendations. The campaign is already driving traction organically with bloggers posting in Sydney, Melbourne, Adelaide and Perth.”
Since Chatime outlets are typically quieter in winter months, when demand for their flagship iced tea drops, the campaign aims to showcase their ‘winter’ offerings.
“Over the last three years we’ve become known as the home of freshly brewed iced tea. But what about those hot-teas over the colder months?” Paton said.
“As we provide Aussies with the ‘Blow Me’ message this winter, we’re setting the tone for future creative campaigns. The Chatime brand is going to continue to connect with consumers in a playful and engaging way.”
Zoe Aitken (main photo) is the head of consulting at behavioural science and innovation consultancy Inventium and has over 20 years’ experience helping organisations develop customer-centric growth strategies and innovation. In this guest post, Aitken says some of the best ideas come in dark times and, suggests, COVID maybe the excuse you need to instigate […]
With its rich heritage in motor racing, The Bathurst 1000 is finally in the hands of a brand that lives and breathes the sport. To celebrate, Repco is Bringin’ the Bathurst to absolutely everything they do. The Bathurst 1000 has always been more than a race. The iconic event at Mount Panorama is a symbol […]
Sanitarium Australia and The Zoo Republic have teamed up to develop and launch a new and exciting cricket promotion, to be found on Weet-Bix packs across the nation. Building on Weet-Bix’s affiliation with cricket superstars Ellyse Perry and Marnus Labuschagne, the promotion features AR technology to bring the cricket pitch to the breakfast table.
Indago Digital has announced four new client wins, as the independent agency continues its growth trajectory. Indago’s new clients are P&N Bank, Oneflare, salary packaging company Smartgroup, and charity Kids Giving Back. The agency will handle a combination of SEO and paid search for each client. Indago’s digital managing director, Gary Nissim (pictured above), said: “The […]
Phyllis Robinson was one of the founding employees of Doyle Dane Bernbach back in 1949, the agency’s first copy chief and the first female copy chief in the United States. Robinson was a pioneer, not just for women but for the creative advertising revolution that she helped ignite, changing the face of the industry forever. […]
Mindshare New Zealand has announced its new partnership with Make-A-Wish Foundation, a purpose-driven charity with a mission to create life-changing wishes for children with critical illnesses. The partnership, which is effective immediately, will elevate Make-A-Wish Foundation’s digital marketing strategy in New Zealand. It will aim to increase and nurture donors, drive brand awareness and ultimately […]
The Australian is celebrating a decade since it became the first general newspaper in Australia to launch its digital subscription model, marking the beginning of a new economic model for Australian newspapers. Since launching, digital subscriptions have grown to represent a majority of The Australian’s total reach, paid audience and consumer revenue. In 10 years […]
PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]