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Peace Tea
Launched in 2009, Peace Tea struggled to maintain relevance among its audience due to its ‘lost identity’ and a lack of visual refreshment cues. To restore brand loyalty, we unearthed insights with its once loyal customers.
While the name ‘Peace’ resonated as being cool, the brand’s semi-political tone didn’t connect. So, we shifted away from ‘ban the bomb’ imagery to an attitude-infused ‘selfie-salute,’ that reflects the audience’s attitudes and the brand’s edgy spirit.
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