IDEA FUNDAMENTALS: Positioning statement & the brand house.
Take a cup of Tea is dead. Make a smart TeaStream.
1. Target: Millennials. North american Girls. 20 to 35 years old. Digital natives. Linked by social media platforms. They have also taken the lead in seizing on the new platforms of the digital era—the internet, mobile technology, social media—to construct personalised networks of friends, colleagues and affinity groups. They are also America’s most racially diverse generation. Share too much information about themselves online.
Independent. Confident. Open to change. Self-expressive. They respect their elders. Paying attention to their attitudes and behaviours towards drinks is now more important than ever. Music is your cultural symbol. As a multicultural consumers prefer customising playlist on stream services more than the total population.
Millennials can influence mainstream drinking attitudes. And they share what they find on social media.Technology is part of the Millennial identity.
Given their tech enthusiasm.The smartphones play an important role in bridging the digital divide and providing an Internet connection in many homes.
Making mobile an efficient way to reach them. Listening your favourite/s artist. Some musicians are seen as role models who personify their personal experiences,
often giving a voice to youth and the community. Put a premium on authenticity, creativity and distinctiveness. Love visual content.
Love immersive experience. Love your friends and new things smart. Love transcendence and beyond the boundaries.
They are a generation that is more concerned with healthy drinks. They looking for value experience. Truly.
To express your creativity on Social media platforms. Are constantly “pinning”, (photo drinks). Customised your experience. Engaged and connect.
Aesthetic and creativity matter. Get to the point quickly make interesting. Feel involved. Feel positive.
2. I believe it opens up fascinating opportunity to connect us with the personal PRESENT and PAST moment of Tea experience.
Provide a modern communication experience. Funny and smart. Drink is being embraced as a vehicle for self expression and storytelling.
There is also opportunity to engage with this generation and take advantage of their Tea consumption habits. Make your personal experience Tea, not just a cup of Tea. Listening they will bring a value moment and let they to discover something new sound each mood you listen.
Gives insight into the new ways in which drink Tea is used as a prop or help to renew to convey the entire vibe and experience while consuming a drink item.
The aim of changing moods, generate new themes of conversation, ways of relationship, to incite new feelings, to motivated, to surroundings, etc.
Talks to inspire others. Take a smart conversations. Listening to old memories. Rocking Feedback sound. Your music has never FELT so good!
Creating a new way conversation through social media will allow these young and diverse consumers provide input and, better yet, become brand ambassadors.
The Tea experience takes drinkers through the music of Dj according to your personal mood in the PRESENT SESSION and RECORDING voice with the phones and the memories recorded, stored in a list of sessions that immediately combined with a song according to your mood.
Play list with memos (sessions) that includes famous and trendy songs. Is an alternative paths to satisfaction! Amazing.
Millennials’ interaction and attitude towards drink is becoming more noticeable and important. They will love an authentic mash-up!
HOW IT WORKS: Any need log into sociable App using your user id and increasing theirs relationship too.
The App includes Social platforms and personal profile with sessions of their short audio names like “I am boring, It´s Cloudy John, February 15, 2016,” and
"Keep calm and drink memo, May 7, 2015”. with music like a David Gueta or Beyonce.
They can record our own short audio by 1 minute 15 seconds or listen old session when they want. Tacking advantage of the technology.
They want to repeat the experience!. Enjoy resources.
A Tea plate include a sensor Bluetooth that connected with the App and also brings a chalkboard as we speak if we want to encourage expression.
The Tea plate has connected to the app that instantly makes a combination (mix) of short audio with a DJ set (song) and sound on the phone.
3. Communicating the Tv, Radios, Apps, Internet, in the Streets, in the Festivals, in the Events. Promotional mechanism: Consumers (prior to their entrance in the Stores).
Get informed about the promotional activity. Visibility material and Sponsorship.
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