Leaning on the filed of emotions, Franck Teas introduced a new communication platform, which can be summarized within its tagline Franck Tea. Follow Your Feelings. The wide range of teas serves as the basis for communicating a wide range of human emotions. Franck tea has been with us for 50 years now, with a palette of teas that accompanies every one of our feelings, no matter how simple or unique. It has the role of a companion with which it is easier to follow one’s own feelings.
Tea in our region is mostly drank in the winter months, mostly due to its functional benefits to the body. To underline that tea is an excellent choice at any time, the highlight of the campaign was the question: “Why look for reasons to enjoy tea when it’s enough to follow the feeling”.
Authenticity and unique communication style is visually accomplished by illustration, a new element that enriches the communication so far and is targeting the younger target group. Mateja Kovač (http://www.matejakovac.com/) is the author of a series of visuals that accompany the TV ad.
Six limited editions of teas were launched as part of the campaign. They can be found in an attractive location within the Zagreb Advent, which on that occasion received the name “Osječajnik” (the Feelings Pot). Each of the six selected flavors is packed in a unique emotion, illustrated on the packaging.
“The new direction of communication has been selected for several reasons, and is based on research into the habits, preferences and expectations of tea consumers. This communication platform has enabled us to focus more on activities aimed at meeting the needs of our primary target group, young women, with the effect of rejuvenating the Franck brand, as well as a stronger development of tea culture and thereby increasing consumption as a key market leader. On the other hand, it has enabled us to communicate outside the season with which tea is traditionally linked, through creating emotional connections with the brand. Franck Tea. Follow Your Feelings‘ represents a communication platform that opens up space for promotion through linking to positive emotions, while defining a striking and clear message for long-term connections with consumers,” said Tena Turčinović, brand manager.
CREDITS:
Creative&Art Director: Darko Bosnar
Copywriter: Ana Burazer, Josip Listeš
Copywriter Junior: Barbara Sabo
Strategic Planning Director: Dina Dretvić
Group Account Director: Ana Šutić Renić
Account Manager: Andrea Antunović
Account Executive: Maria Šimurina
Art Director: Srećka Gmaz, Saša Perić
Designer: Tea Šubat
CLIENT:
Livija Dević Vuljanić, Marketing Manager
Tena Turčinović, Brand Manager
