Proposition crafting for Ecotone

Our long-time clients at Ecotone asked us to help them re-focus their product-range & revitalise the storytelling around their Clipper Tea brand.

We crafted a process that would quickly and cost effectively identify their differentiating benefits & reasons-to-believe

Our first stage was to ‘get inside consumers heads’ and gain a deep understanding of how & why they made their brand-choice decisions at point of purchase.

Having identified the barriers & drivers to purchase, our second stage was to convene a multidisciplinary creative workshop with our client’s team.

Finally, we took the most promising concepts into consumer co-creation, where a mix of structured evaluation & creative tools quickly identified the most engaging.

Building on our learnings, Clipper have anchored the proposition in the concept of: There’s Tea, Then There’s Good Tea.

The campaign aims to communicate that it takes more than just taste to make good tea – “It also takes ethical and sustainable sourcing, natural ingredients and a fierce commitment to protect biodiversity to make a truly good cuppa”.

Helping Clipper regain their storytelling edge