SariWangi 'Let's Talk' Campaign: Shifting tea's role in women's lives

SariWangi aimed to establish itself as market leader in the tea bag category and differentiate itself against other tea makers.
Targeting women, it used the insight that young wives were living in a role predefined by society, as expressed by the way they currently serve tea but are actually looking for better dynamics in their relationships with their husbands. SariWangi looked to redefine this role by positioning its tea to stand for sharing instead of serving. This led to the Let's Talk campaign, intended to inspire conversations between married couples. A 360 degree multi-channel campaign was employed. Results showed a consolidated position as market leader, with a wide gap from competitors....

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