Sometimes after years in a relationship, things tend to get staid and people grow apart. Just like that, after years of enjoying brand loyalty and leadership, Brooke Bond Red Label that had won over nation’s hearts with its great taste lost out to Tata Tea Premium in 2006.
Red Label determined to regain its lost glory, had to create a salient campaign and communicate ‘taste’ which was at the heart of the brand in a way that would bring back people’s love. Identifying a deep rooted socio-cultural barrier offered a unique role that taste of Red Label’s tea could play. This is a story of how a brand that was over 140 years old, with no new news or functional differentiator, won back the love of its consumers, took back leadership position and once again became ‘teacup of the nation’.