FROM NEW ZEALAND, WITH LOVE
For the native Maori people of New Zealand, "Ti Ora" literally means "tea of wellbeing". The aptly named Ti Ora recently joined the JDE portfolio as a premium tea with ingredients sourced from regions all across New Zealand.
Ti Ora wants to support a launch in seven markets around the globe and become a household name. They have the particular challenge of appealing to global consumers while maintaining their national identity and price. However, this is a great opportunity for the brand to promote New Zealand as both a country and a unique culture of its own.
Hercules is creating a communication strategy that includes videos, key visuals, and digital campaign assets spanning across all seven markets for the entirety of the launch. Additionally, Hercules will be creating the POS materials, packaging assets and films for the markets to choose from in their campaigns. For Facebook, Youtube, and Instagram, we are devising a posting plan together with Ti Ora under the umbrella concept of “Welcome to New Tealand”. The Ti Ora brand prides itself on being natural, environmentally responsible, and grown and dried in New Zealand. Biodegradable bags make the tea carbon neutral, and cooperation with the Rainforest Alliance and the Ethical Tea Partnership help the brand stake its claim in the realm of sustainable business.