Brooke Bond Red Label: Taste of Togetherness

Vipasha Bhuptani

This case study describes a campaign from Red Label, and Indian tea brand, which increased brand love by identifying a deep rooted socio-cultural barrier.

Hindustan Unilever: Brooke Bond Red Label - Taste of Togetherness

Vipasha Bhuptani

Campaign details

Client: Hindustan UnileverAgency: Ogilvy & Mather MumbaiBrand: Brooke Bond Red Label

Case summary

Red Label had won over the heart of Indians with its great taste but its leadership was taken away by Tata Tea Premium in 2006. Red Label determined to regain its lost glory, had to create a salient campaign and communicate 'taste' which was at the heart of the brand in a way that would bring back people's love. Identifying a deep rooted socio-cultural barrier offered a unique...

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