Weber Shandwick Weber Shandwick
  • Work
  • About Us
    • Who We Are
    • We Solve
    • Expertise
  • #WORKATWEBER
    • Join Our Team
    • Our Values
  • News & Insights
  • Contact
  • English
    • Japanese
  • Privacy Policy

Raising Awareness of Japanese Green Tea

Japanese Green Tea for Greater Mindfulness

In an effort to help a Japanese trade organization raise awareness and drive sales of Japanese green tea among millennials in the North American market, Weber Shandwick was charged with devising and implementing an integrated marketing campaign.

Through market research, Weber Shandwick learned that many North American millennials were highly interested in “mindfulness,” so a holistic campaign was developed to deliver the key message that Japanese green tea’s culture as well as its properties promote greater mindfulness.

 

The Challenge

For North Americans, green tea did not necessarily mean “green tea from Japan.” The client desired to differentiate Japanese green tea from others and thereby establish a more advantageous position in the North American market. The challenge was how to educate consumers about the functional and emotional benefits that Japanese green tea delivers.

The Solution

To better engage millennials, Weber Shandwick determined that a new platform was needed to connect organically with modern consumers. Leveraging research findings regarding the health and wellness values of millennials, Weber Shandwick Japan created an engaging portal to provide consumers with convincing information about Japanese green tea’s benefits, heritage and complexity. The overall campaign, built around the tagline Find A Better Mind, delivered the mindfulness narrative from a 360° perspective encompassing paid and owned media.

Impact

Building Impact on Sales Growth

Through strategic insight, multiplatform storytelling and ecommerce best practices, Weber Shandwick Japan’s efforts drove consumer engagement far beyond expectations, achieving over 690,000 video views and more than 125,000 website visitors within just two weeks of launch.

More Case Studies

Redefining the Boundaries of Printing

Japanese Printing Company: "Redefining the Boundaries of Printing"

Reward Yourself: Crowd-Sourced Solo Trip

Global Online Travel Agency: "Crowd-Sourced Solo Trip"

Raising Awareness of Japanese Green Tea

Japanese Trade Organization: "Engaging Japanese Green Tea with the Millennials in North America"

Weber Shandwick
  • Work
  • About Us
  • #WORKATWEBER
  • News & Insights
  • Contact
  • English
Stay on top of the latest trends impacting the Asia Pacific communications industry with our monthly Trends in Two Minutes newsletter.
  • Privacy Policy
Copyright © 2021 Weber Shandwick, inc. All Rights Reserved.

Privacy & Cookie Policy

This website uses cookies, including third-party cookies, which allow Weber Shandwick to obtain information about your visit to the website. Please click here to learn more about the cookies used on this website and how to change current settings if you do not agree. By continuing to use this website, you consent to the use of cookies.

Privacy & Cookie Policy

Our website uses cookies for various purposes, including to enhance the site’s functionality, and help us understand how you use and interact with the website. To learn more about the cookies used and your choices, please see the Privacy Notice. Please indicate below whether you agree to the use of cookies for the purposes described above:

Yes No