Despite being the 2nd largest tea brand in the region, Red Label was facing a serious lack of penetration with Arab tea drinkers. Due to the Indian heritage, Arabs disregarded the brand and sales suffered.

In the last 2 years, Unilever has lost 372bps in value share, coupled with a 324bps volume share decline in the UAE, whereas competitor brands like Alokozay have gained 360pbs and 910bps in value and volume respectively (Neilson Value & Volume Market Share, July 2016).

It was now essential for the brand to reassert its credentials and USP.

Given the subject was close to Arabs’ hearts, we invited them to take part in the conversation.

We began with a 30” teaser TVC and digital video that featured a husband stressed about work and a wife who makes a strong cup of Red Label to help ease his tension.

At this point, audiences were invited to be part of the conversation, and choose from one of two outcomes filmed: one where the husband opens up and continues the conversation and one where he doesn’t. A call-to-action on TVC to make a choice, and the hashtag #SpeakYourHeart drove the viewers from TV to online platforms to shape the conversation.

After this we complemented the campaign with more stories featuring well-known celebrities and influencers from the region.