In our research, we discovered that consumers consciously want to make healthier choices, however, subconsciously they are still influenced by taste. Consumers perceive no sugar as diluted flavour or tasteless. Therefore, we re-prioritised the campaigns’ main message from no sugar to Savour the full flavour, emphasizing on the flavour of the tea and having no sugar as a functional benefit.

The second phase of the campaign was to engage the consumers to create fuller flavours with POKKA no sugar tea by inspiring flavorful food pairings. We embark on this phase with a community of influencers and content platforms. We first collaborated with a few influencers to create a campaign video to kick start the campaign. Subsequently, each of the influencers created flavourful pairing content for their own individual platform. A media kit was also specially curated for each influencer and content collaborator which consist of a glass mug and a cup warmer to enjoy the flavourful teas. By engaging KOLs, we expand the reach with the engaged KOL’s organic reach and consumers perceive the message to be more authentic. They also helped to create meaningful conversations with their fans on behalf of the brand and be our brand advocates.

Social media postings we created throughout the campaign to engage the target audience. Contests and quizzes were created to encourage them to learn about the no sugar tea flavour profile and also create flavourful food pairings. Special ad units (Carousel and Instant Ad Experience) were also created as always-on to constantly engage the TA with ongoing promo and leading them to e-commerce sites to purchase the product.

The campaign not only created various food pairing combinations but managed to grow a local culture of appreciating full flavour. With constant engagement, POKKA no sugar tea range has gained awareness, where consumers are more familiar that there are a total of 4 flavours for POKKA no sugar teas.