The Clipper Teas 'Make It Better' Campaign Boosts Confidence
Michael Hemsworth — January 22, 2022 — Marketing
References: clipper-teas & talkingretail
The Clipper Teas 'Make it Better' campaign is being launched by the brand in the UK in a bid to help encourage consumers to not settle for mediocre results or products, especially when it comes to their daily cuppa. The campaign calls consumers to action to craft a high-quality cup of tea that is made with the best blends possible along with organic and 100% natural ingredients. The brand also uses unbleached tea bags to further enhance its eco profile for shoppers.
Marketing and Category Director for Clipper Teas at Ecotone UK Bryan Martins spoke on the new Clipper Teas 'Make it Better' campaign saying, "Clipper is one of the fastest-growing tea brands in the category, now growing at 20% versus two years ago in a declining category (-2%). We are looking to continue that momentum with our ‘Make it Better’ campaign.”
Marketing and Category Director for Clipper Teas at Ecotone UK Bryan Martins spoke on the new Clipper Teas 'Make it Better' campaign saying, "Clipper is one of the fastest-growing tea brands in the category, now growing at 20% versus two years ago in a declining category (-2%). We are looking to continue that momentum with our ‘Make it Better’ campaign.”
Trend Themes
1. Elevated Tea Experience - Creating high-quality, organic, and natural tea blends can create differentiation for brands and appeal to consumers who want a more elevated experience.
2. Sustainability in Tea Production - Using eco-friendly practices such as unbleached tea bags can appeal to consumers who prioritize sustainability and environmental responsibility in their purchasing decisions.
3. Empowering Consumer Choice - Encouraging consumers to demand and create high-quality tea can increase consumer engagement and loyalty, as well as challenge competitors to improve their products.
Industry Implications
1. Tea Industry - Tea brands can differentiate themselves and appeal to eco-conscious and quality-seeking consumers by using organic and natural ingredients and sustainable packaging.
2. Food and Beverage Industry - The trend towards elevated and sustainable tea experiences can spill over into other food and beverage categories, such as coffee, chocolate, and snacks.
3. Marketing and Advertising Industry - Campaigns that empower and encourage consumers to demand and create higher quality products can lead to increased brand engagement and loyalty, as well as inspire disruptive innovation in the industry.
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