Brooke Bond Red Label: Taste of togetherness

This case study describes how Brooker Bond Red Label Tea broke through the complex market of tea in India whilst staying authentic to its category codes and its own brand philosophy.

Brooke Bond Red Label: Taste of togetherness

Shivprasad Shetty

Campaign details

Brand Owner: Hindustan UnileverLead agency: MindshareContributing agency: Ogilvy IndiaBrand: Brooke Bond Red LabelCountry: IndiaIndustry: Coffee, tea, hot drinksMedia: Events and experiential; Newspapers; Outdoor, out-of-home; Radio; Social media; TelevisionBudget: 5 - 10 million

Market background and cultural context

Tea is big in India. Over 4,000 brands vie for consumer attention, alongside a huge unbranded market that is almost equal in size. Tea has become a commodity, and brands struggle to build equity and loyalty.

This...

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