Ahmad Tea wanted a campaign idea that would appeal to a new generation of tea drinker. So much of tea advertising is about softness: refreshment; experiencing the moment; a middle-aged tone. The brief was to disrupt this. To create a campaign that spoke to a younger demographic; young consumers who seek out something different and engage with more genuine and authentic storytelling.

The objective was to further increase awareness of the brand among younger consumers and position Ahmad Tea as different to others on the supermarket shelves. The campaign had to reach these young consumers all in key global markets whilst also retaining a sense of Britishness. In the words of the company’s founder and owner, blending great tea takes “true artistry”. We took this concept and expanded it: “What it Takes” was born as a new global branding theme.