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Red Label conducts tea blend experiment – with conversation the secret ingredient

Red Label tea in India has conducted an experiment in which people were asked to choose their favourite of two blends of tea – only to find they were both the same.

In a campaign created by Ogilvy Mumbai called #tastesbettertogether, people sampled blend A, which they drank alone, and blend B, where they were joined by the experiment host who began chatting.

Asked at the end which blend they preferred, 80% said chose blend B before the host revealed the two blends were identical.

Red Label said the results supported its brand positioning that the “power of tea” can bring people together and is better enjoyed with company.

Ogilvy Mumbai senior creative director Akshay Seth said: At Red Label, we’ve always communicated that tea is far more than a beverage. This time, we wanted to go beyond and actually put our tea itself to the test by creating two special blends.

“Executed in a very organic manner, ‘A tale of two blends’ is more than an experiment. It is an attempt to exhibit the most important ingredient in our tea blends.”

Credits:

Agency: Ogilvy
Chief Creative Officer (West): Kainaz Karmakar & Harshad Rajadhyksha
Senior Creative Director: Akshay Seth
Creative Director: Kanika Sethi
Account Management: Nikhil Mohan, Nayna Kotian, Sonal Sawant, Richa Roshan
Account Planning: Prem Narayan, Vipasha Bhuptani, Nadia Miranda
Production House: Little Lambs Films Director: Bauddhayan ‘Buddy’ Mukherji

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