Campaign Concept & Copy
Matcha Collection Launch, T2
The brief
Tasked to create a community-focused campaign for T2’s younger customers. Using the insight that 36% of Gen Z now abstain from alcohol or call themselves regular ‘non-drinkers’ but while they prioritise their health, they don’t want to miss out on chances to be social.
The campaign
T2 Matcha Club
Wellness and community can go hand-in-hand. Run clubs, book clubs, dance clubs - and now a matcha club - are an embodiment of this balance.
For slow mornings and late nights. Sunrise and sunset. And the hours between.
Join the club and energise with Matcha.
Campaign headlines and concept
Matcha martini or latte?
With natural caffeine. For late nights and slow mornings.
Campaign assets
Digital storytelling
The campaign was brought to life with recipes on T2tea.com, EDMs, paid media, social stories, social films and briefing to content creators.
Campaign assets
Events
The concept was based on building a community of matcha drinkers. So we hosted events for late-night sippers with matcha cocktails at Good Measure, and early morning sippers with matcha lattes and pastries from Tarts Anon.
Campaign assets
Street posters
Strategically positioned nearby to Melbourne’s bars and cafes.
Product descriptions & naming
Meet the newest Matcha Club members
