Campaign to Unbottle Tea

An article by Stuart Elliott in the New York Times talks about a new marketing campaign by Salada Green Tea urging tea drinkers to unbottle their tea. This is a result of research that showed a large market among women in the age group of 25 to 35 that Salada could potentially reach. However, faced with the fact that this age group drinks bottled tea due to the convenience factor, Salada came up with this new unbottling campaign which you can see at http://unbottleyourtea.com/.

The new approach is based on three basic premises of freshly brewed tea:

- good for you
- good for your wallet
- good for the planet.

The first points refer to data showing that freshly brewed tea has double the antioxidant levels and less calories than sweetened bottled tea. Tea Guy says you can take in about 95% more antioxidants.

The second relates to a box of tea bags being cheaper to buy and make tea than the equivalent number of bottles with a 16 ounce serving of brewed tea from Salada being around $0.36 and a bottle of tea being $1.60.

The final point has to do with the increase in number of plastic bottles. The Tea Guy points out that the number of plastic bottles “wasted” each year has increased by 1.5 billion pounds from 1998 to 2008. Salada’s new Unbottle Your Tea website even asks for support of a bill in Congress to levy 5 cents deposit on beverage containers nationally.

Both of the last two points should take into consideration less manufacturing costs and pollution costs. Bottles are also bulkier taking up more room which conceivably means a higher transportation cost which could be part of their higher purchasing cost.

Source: http://www.nytimes.com/2008/10/13/business/media/13adnewsletter1.html?_r=1&adxnnl=1&8ad=&oref=slogin&emc=seiaa1&pagewanted=1&adxnnlx=1224003706-W3OR6EoAKTt3RAzSb7dJpw

http://www.teaguyspeaks.com/2008/10/saladas-announces-unbottle-your-tea.html