Shop Brings Suntory Iced Teas to California
LOS ANGELES-Colby Effler & Partners launches into summer by giving a personality to a new brand of iced teas.
The Santa Monica, Calif., agency last week broke its first work for new client Suntory International's Oolong Tea. Billings are estimated at $3 million.
The outdoor, busboard and bus shelter ads depict an icy bottle of the tea, with differing headlines. One bus shelter ad reads, "Iced tea that actually tastes like iced tea. Imagine that." Another states, "Sugar is a mask worn by insecure tea leaves." One busboard ad says, "Serious tea. Made by serious people who rarely smile."
"The market has no impression regarding the teas either good or bad because they are not familiar with the Suntory brand," said Rick Colby, president and creative director of Colby Effler. "So it was necessary to develop a personality for the products that will both appeal to the desired audience and illustrate the premium quality of the teas."
The outdoor work will run for the next four months. Radio spots will break in May and air through July in Southern California.
Only just made available in California markets this month, Oolong premium iced tea is available in four varieties. Suntory is a leading maker of beverages and food products in Japan.