As we all witnessed in the past that many tea brands were launched in Pakistan but none of them could make a significant place due to many reasons, there have only been two giants i.e Tape and Unilever standing as market leaders and competition to each other in Pakistani tea industry., the main reason of this consistent scenario was the loyalty of the consumer and marketing muscles of both the companies.
And now we all know that there is one brand which has given a tough competition to these big names in the last couple of years, Vital Tea has truly emerged as one of the top 3 tea brands in Pakistan.
This happened due to some of the main reasons that every tea brand has to keep in mind while jumping in the most sensitive category of beverages, the quality of the blend, ideal distribution and a great marketing and advertising strategy, and Vital has proved to be a perfect market player keeping everything at par the competition.
As long as Vitals advertising is concerned, Vital did not take a conventional route to advertise itself by just highlighting the functional aspects of the brand or taking help with huge budgeted executions involving top celebrities, rather it took a completely different instance merging CSR with main branding idea.
From day one 90% of Vital Advertising has been revolving around prominent social issues of Pakistan including corruption, bribery, social ethics and manners, election and price hike etc., apart from thematic campaigns Vital has also done some great advertising on occasions like Cricket Cups, Election and Ramzan that has been highly appreciated , written and talked about on a great scale.
This clutter-breaking move has given Vital a very positive and distinctive image as a brand that no other tea brand holds in this market at the moment.
Current campaign vs colas:
Since Leading brand cola drinks were constantly hitting tea in its advertising by showing Cola as the best replacement of tea , so as a reaction to that Vital tea has just started the new campaign against cola companies, the campaign very realistically highlights the fact that Tea is our tradition and it cannot be replaced by anything especially not by cold drink
We always believed that serving tea to guests is a way of showing warm hospitality vs serving a glass of cold drink. Tea and cold drink are simply two different things cant be replaced with each other; And when cola tries to do so, Tea has all the right to revert, Vital has proved it once again that advertising has a role to play when it comes to bringing positive social change.
Analogies (especially women fighting for dresses) taken in this advertising to endorse the above-mentioned fact are very relatable, interesting and brilliantly executed.
