[Case Study] DAILY CLUB & eYeka: Refreshing the image of tea with a creative campaign

Описание: DAILY CLUB tea is the top brand of the tea bag category in Japan. While Japanese consumers trust and like the market leader, the brand also expects to be challenged by the competition of other beverages and formats such as coffee, green tea or powder tea in the next years. After redesigning its DAILY CLUB packaging in order to remain attractive and relevant in this competitive environment, the company sought to refresh its brand image and increase brand awareness. As a recognized market leader, DAILY CLUB also wanted fresh and creative ways to talk about the tea drinking culture in Japan, and engaging creative Millennials from across the globe was an opportunity to do so.

In order to give tea a makeover and make it appear fun and contemporary to young consumers, DAILY CLUB launched a creative competition on eYeka, asking creators from across the world to submit creative videos that would shake off the boring image of tea drinking. In 7 weeks, DAILY CLUB received over 40 videos from 18 countries (none from Japan) and rewarded 3 videos that have been submitted by consumers from Russia, the Netherlands and the United States of America.

Read more about the contest from https://en.eyeka.com/stories/social-c...
or discover the whole story on http://www.slideshare.net/Eyeka/eyeka...