Tuesday, June 22, 2010

Pour Tea - clever way of promoting consumer engagement

A colleague and friend of mine told me about this lovely concept by the swedish coffee and tea makers Johan & Nyström (a company that I hadn't heard about before - but I'm now well impressed!). Those guys apparently noted that there was a gap in the market and a great opportunity to promote ice tea in Sweden - well spotted for a start! And they realised that they needed a good, well positioned and well designed concept to make it work. So, here comes Pour Tea, a new brand with a range of products that I'm sure are refreshing and tasty, but where they've also realised that it takes more to create consumer buzz, build brand personality and sell lots of modern ice tea! The packaging design was done by Identity Works - nice job! In their analysis they did a great job of utilising the insight that 'ice tea is a drink for social moments, and often drunk in cafés' - this insight they utilised to build a great conceptual idea i.e. the idea of creating the modern 'message in a bottle' by utilising the inside of the label to print different messages from other Pour Tea devotees. And the label also has information on how your own message can be printed on Pour Tea labels or on the Pour Tea website (which I can no longer find - hmm would have loved a link here but you have to google it yourself). Well, apart from the non existing website issue - Don't you love this concept too!?

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