DALAI

DALAI is a tea brand offering a wide range of natural flavors.
Taking into account the fact that this is the brand's first serious product campaign, we faced the following tasks: to create knowledge about DALAI tea and convey its main advantages to the audience, as well as stand out from competitors.
DALAI is really delicious tea, whatever one may say: it is already being bought with “eyes” because of the delicious packaging, but is loved for its interesting, non-trivial tastes. Therefore, the same bright, tasty and positive communication was needed, which would not be lost among the background of standard “tea” campaigns.

The DALAI tea line has many unusual flavors suitable for different situations and human conditions. Therefore, we can safely say - this is a tea that creates a mood. A kind of tea-affirmation that can charge you for a cheerful morning, a good day, productive work, restful sleep. DALAI becomes an indispensable companion in all areas of life. Work, relax, study, get high, dream, and there will always be DALAI - your #delicioustea.

And in order to convey all the moods of Dalai tea in one communication, we added dynamics and variability to the slogan, visuals and commercials. For each taste of tea, we assigned a certain state and a corresponding call to action. And how by the way that "Dalai" sounds almost the same as "come on" ;)

DALAI. Inspire!
DALAI. Dream!
DALAI. Rest!
DALAI #delicioustea!

Our message is simultaneously addressed both to a specific person in different moods, and to different audiences, which are characterized by a certain mood. Therefore, thanks to its versatility and the chosen communication channels (OOH, TV, digital), the advertising campaign from DALAI received wide reach.
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