NBL is the market leader within the specialty tea market, worth R43.2 million annually (ACNielsen). The category is currently segmented into: Herbal, Green and Flavoured Teas.
In order to increase excitement within the NBL Tea Category, and assist consumers in increasing their tea repertoire, NBL has undertaken a marketing strategy to rejuvenate the tea segment and create a clear understanding at point of purchase when buying green, herbal and flavoured teas.
The Freshpak range, in a pack size format that allows consumers to enjoy variety across the range, provides 'holistic refreshment' for the mind, body and soul. Freshpak aims for category leadership within the healthy beverage category with the exciting repertoire of Green, Flavoured and Herbal Teas. Freshpak teas are Southern Africa's No. 1 best tasting, holistically refreshing healthy teas and consumers can now choose from Freshpak Green Tea, Green tea & Jasmine, and Green Tea & Mint, Vanilla & Honey, Honey, Lemon, Chamomile and Fennel. Freshpak teas are free from additives and preservatives.
The new range of decadently flavoured teas from Five Roses, South Africa's trusted brand name for over 100 years, offers consumers affordable indulgence and new taste sensations. The range consists of exciting new variants from the Classics, Fruits and Dessert ranges. The Classic teas include Five Roses Prince of Wales, Earl Grey and English Breakfast. The refreshing Fruit teas include Absolutely Apple, Cherry Burst, Orange Twist and Zesty Lemon and the wickedly delicious Desserts Tea range includes Honey Vanilla, Almond Vanilla and Creamy Vanilla.
The health and wellbeing specialty teas from Freshpak, along with the indulgent taste sensations of Five Roses, can both be found in creative, fresh new packaging, all endorsed with the Proudly South African logo. The Freshpak and Five Roses launch is being supported by a print campaign, in store sampling, shopper stoppers, experiential marketing through food trade shows, as well as a new Five Roses Masterbrand and updated Freshpak TV commercial.
NBL and Grey Worldwide have also recently produced a new commercial for Five Roses. The well-loved Five Roses advert 'And the fifth rose is for you...' still has high recall with consumers. However, the need to reinforce the brand proposition of Five Roses led to a new creative concept being developed.
Grey Worldwide's task was to increase penetration and loyalty to the brand and re-establish a connection with loyal brand users that would continue to build equity over time. The commercial, shot on location in Cape Town, incorporates the 'Rose Man' and the Five Roses brand positioning statement, 'Nobody makes better tea than you and Five Roses'. The aim of the commercial is to change perceptions by making tea more desirable and adding value to the daily tea ritual. The commercial captures this by attaching emotive values to the tea drinking experience and thus giving consumers new reasons to drink tea, other than for the taste.
According to Madeleine Simon, NBL Communication Consultant, "Freshpak and Five Roses teas are both well-known, Proudly South African brands. With the launch of the new Freshpak health and well-being teas and the decadent and indulgent Five Roses range, the NBL tea category has set the trend as a leader in specialty tea."
Grapevine Communications on behalf of NBL
