Objective: To position BOH Camomile Tea as the beverage for a calm moment on a crazy day.

We wanted to show the difference a cup of BOH Camomile Tea can make to a harried person.Special promotional packs were produced. They contained tea bags that featured a design (printed using edible tea ink) representing the stressed drinker’s state of mind. Once the tea bag was immersed in a cup of boiling water, the edible tea ink dissolved, revealing a much calmer image.

The promotional tea bags caught the attention of the public and the media, and sales significantly increased during the promotion period.