LITTLE FALLS, NY: For the relaunch of its Salada Green Tea bags, Redco Foods introduced a new educational campaign that positioned the beverage as a savvy health, economic, and environmental choice. “Unbottle Your Tea” calls on consumers to consider switching from bottled teas to its tea bags and take advantage of the potential benefits.*
“It's about educating the public about the [benefits] of using our green tea bag,” Michele Peters, brand manager at Redco. “Success will be measured by the number of hits we receive and the number of signatures that are added to the petition.”
Along with new packaging and print advertising, Redco is using current issues to make “Unbottle You Tea messaging more accessible. For example, the Web site it launched for the effort, UnbottleYourTea.com, outlines how green tea is “good for you,” “good for the planet,” and “good for your wallet.” It includes a cost comparison of its tea bags, which come 40 to a box, to a leading bottled green tea. In addition, it ties the antioxidants in the tea to health benefits like weight loss and stress. The new campaign also seeks to lower Salada's target demographic from 55 plus women to a 45 plus segment.
Redco began discussing Salada's rebrand last November, and consequently hired Pinckney Hugo Group as its PR and advertising AOR. Caitlin Lowie, an account manager at Pinckney Hugo, noted that media relations will center on print and online outreach, with additional plans to tap social networking outlets. Future events are also under consideration, and the Web site will host viral marketing elements like a BPA-free bottle giveaway in exchange for sending out Salada news to five friends.
“We had a brief hiatus with our marketing and wanted to come back with a revitalized look and stronger PR than we've done in the past,” Peters explained.
The Web site also provides access to an advice column from a nutritionist, recipes, and green activism, such as a link to the petition to pass the “Bottle Recycling Climate Protection Act,” which would institute a national five-cent deposit on all beverage containers.
“In the past, we hammered concrete health messaging, now we're trying to be more relatable and easier for people to look at,” Peters said, adding that success will be measured by the number of hits to the site, as well as the number of signatures it helps gather for the petition.
*CORRECTION: An earlier version of this article incorrectly stated that the campaign "calls on consumers to consider buying bottled teas." That was incorrect, and we regret the error.