Unilever Canada wants Canadian women to bond over cups of its Red Rose and Salada teas.
The company launched its national “Sisterhood” campaign for the two tea brands Thursday. The multi-platform campaign features special websites for each brand that include information on tea, plus tips and recipes for tea parties.
To kick off the campaign, the company is offering over half a million free long-distance calling cards in Salada and Red Rose tea packs that can be activated by logging on to the appropriate website.
The campaign is also supported by advertorials in a number of Transcontinental magazines including Reader’s Digest, Canadian Living, Homemakers and Elle Quebec.
The Sisterhood campaign was based on research that found tea was women’s preferred drink when meeting and talking with old friends. “We want to help our customers find new ways to stay connected and ensure dear friends don’t drift apart,” says Sandra Albrecht, brand manager with Unilever Canada.
The campaign, from Venture Toronto, is one of the first in several years for the tea brands, says Jon Mychajlyszyn, the agency’s creative director. “Our mandate is brand activation and promotion. We want to engage consumers and re-establish the brands with them.” PHD Canada is handling the media buy.
Mychajlyszyn says a key strength of the Sisterhood campaign is its potential for longevity and capacity to evolve. “We have turned the idea over to consumers and let them give it life.”
