Slow Down and Taste the Sweetness with ATH

In a competitive ready-to-drink tea market dominated by Oriental Leaf, challenger brand Authentic Tea House (ATH) sought to differentiate itself and entice the urban white-collar demographic worn down by long working hours and the pressure to remain productive. ATH’s unique cold brew technique highlighted its slow-brewed, naturally sweetened tea as a way to encourage consumers to take breaks during their busy workdays. Leveraging digital signals, strategic partnerships with productivity apps, and location-based advertising, ATH crafted a ‘slow down’ campaign emphasising the sweetness of life amidst the rush. This included contextual digital messages and push notifications, complemented by digital coupons redeemable at participating stores, aiming to establish ATH as a mindful breaktime choice for a burnt-out audience.