Brooke Bond Red Label Tea: Taste of Togetherness

Tea brand Brooke Bond Red Label conducted a three-year, multi-channelled social experiment to get customers to reappraise the brand and to regain its market-leadership position in India.

Campaign details

Brand: Brooke Bond Red LabelBrand owner: Hindustan UnileverLead agency: Ogilvy & MatherCountry: IndiaIndustries: Soft Drinks, Hot drinksMedia channels: Cinema, Outdoor, out-of-home, point-of-purchase, in-store, Print - general, unspecified, Social media, TelevisionBudget: 10 - 20 million

Executive summary

This is the story of how Brooke Bond Red Label tea, fondly known as the "teacup of the nation" due to its popularity, fought back after losing its market leadership to Tata Tea Premium (TTP).

Red Label's clutter-breaking "Taste of Togetherness" campaign identified how the taste of tea could...

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