Everyday is Thé Best day
Thé Best is the positioning that Estathé decided to make its own. The aim? To communicate how Estathé is the best choice when it comes to Tea, thanks to its charge of positive energy. Estathé represented a new challenge for Caffeina: spreading the positivity, that embodies the brand, across Social Media and strengthening the bond with consumers, communicating coherently to the brand positioning.
2019
Content Production
Social Management
Challenge
The positioning of Estathé.
Thé Best is the positioning that Estathé decided to make its own. The aim? To communicate how Estathé is the best choice when it comes to Tea, thanks to its charge of positive energy. Estathé represented a new challenge for Caffeina: spreading the positivity, that embodies the brand, across Social Media and strengthening the bond with consumers, communicating coherently to the brand positioning.
Solution
A new perspective.
To instill the new positioning, we looked for the best side of every daily situation, even the most unexpected. The brand’s aim becomes an invitation to change perspective, looking into the world with different eyes, to live every day Thé Best moment.
The creativity of the communication developed by Caffeina was based on a campaign structure dedicated to specific times of the year and aimed at showing how Thé Best side can be found in every occasion and circumstance.
Execution
Micro Targets of Interest.
Along with the brand message, that guides the content strategy, Caffeina has introduced new occasions of consumption, identifying some typical themes of each period of the year, creating thematic campaigns addressed to micro-targets interested in that specific topic.
On some special occasions, such as Christmas and Mother’s Day, Caffeina has given the best to help everyone give Thé Best touch to their greeting messages.
Results.
In 2019 Estathé Social Media became a positivity and lightheartedness driver, placing the brand close to its consumers.
