In response to celebrity ice teas such as BraTee and Dirtea, M-Budget launched the new Tastea at the beginning of March. This was specially developed for Generation Z. Creators visited the production facility, conducted street tastings and tasted the new flavors in front of their community to draw attention to the launch, according to a statement. The influencer marketing agency WebStages implemented the campaign with the creators on Instagram and TikTok.
The campaign consisted of three waves. A wide variety of Gen Z influencers from all over Switzerland were brought on board for this purpose. According to their own statements, they shared the content with over 7.5 million followers (as of February 2022).
Last year, the M-Budget community was able to vote on the design of the new “Tasteas”. You could choose between a classic M-Budget look in green and the smiley design, which won the race in the end. M-Budget kept the promise and produced the new “tasteas” in the chosen look, as it is also called. But it’s not just the design that’s new, Gen Z is also offered something new in terms of taste. M-Budget developed two new exciting flavors – namely «Strawberry / Watermelon» and «Marshmallow».
The first wave started at the end of January and consisted of two activities. M-Budget invited two influencers exclusively to the production facility in Bischofszell. They were allowed to be present at the production of the new «Tasteas». From production to bottling to packaging, they accompanied the entire process and recorded it in a TikTok video. Other influencers received the “Tastea” taste box with the new iced teas. In their own style, they created a video and made the community aware of the upcoming launch.
video/7058290522930171141" data-video-id="7058290522930171141" style="max-width: 605px; min-width: 325px;">@jess.amweg #advertisement TASTEA from M-Budget, one word that best describes the TASTEA’s for me: WOW Available from March!!!!! @m-budget ♬ Say So (Instrumental Version) [Originally Performed by Doja Cat] – Elliot Van Coup
For the second wave, two influencers in Zurich and Bern took to the streets with the new “tasteas”. Passers-by were allowed to test the two flavors in advance. They also shared their reactions with their community on TikTok.
The last and third wave accompanied the start of sales in all Migros branches throughout Switzerland. In addition to the well-known faces for the first two phases, other influencers were brought on board for the launch, all of whom received the “Tastea” key box and recorded the unboxing on their channels. (pd/cbe)
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