FROM TOXICITY TO EMPOWERING

Indian society harbors deep prejudices against various women body types, perpetuated through mediums like Indian movies (Bollywood), advertising, and social media. Women face relentless pressure to conform to societal standards.

What is even worse is that a category like green tea led by high decibel campaigns of the leader brand had positioned itself as partners for women to conform to such toxic expectations. The leader was claiming weight-loss via belly fat reduction, targeting women at their most vulnerable psychological spot. Tetley felt strongly, this focus on weight loss and body shape was extremely detrimental to the physical and mental well-being of women and it decided to change this false narrative.

Hence the task was to change the toxic conversation to a convention busting empowering conversation.

Objectives:

1. Improve imagery and brand health scores

2. Gain market share, households and increase dealer base

Tetley realized it would have to look out for its audience, and not spread toxic ideas. True to its product promise of de-toxification, Tetley would have to embark on a more empowering conversation. One, which ignored foolish superficialities, and focused on real health and wellness. One, which liberated women from the stigma of society-imposed body shape clichés. And make them realize there were no limits to what they could do.

This led to the birth of #everyBODYcan, a clarion call meant to be more than a mere slogan. It was a war cry for those who had been subject to the unfounded biases of others about their capabilities, to unite in a concerted effort to push back.

Our research revealed a post-COVID trend of urban Indian women, especially from the urban upper middle class, actively pursuing fitness. This led to a surge in fitness center attendance, dietitian consultations, and participation in yoga or Zumba classes.

However, much of these efforts lingered on superficialities. The ingrained prejudices around body-shape had become evident than ever before. As a result, more and more women were experiencing being judged based on their body shape. Perhaps most troubling was the fact that body shaming was often perpetuated by women themselves.

Tetley arrived at a realization that the shape of a woman’s body determines the shape of society’s opinions about what she is capable of.

It decided to take on this societal orientation by inspiring women of India to not be limited by the shape of their bodies, or the opinions of others about it.

CREATING A STORY FOR EVERY BODY AND EVERYBODY

“#everyBodycan” is Tetley’s way to shut those wagging tongues, not with words, but through actions. There is a deliberate play on everybody also alluding to ‘every body’, because women of various body types had suffered this malaise for long. This would help the slogan resonate with many more.

Reach became a critical factor. And given that Tetley needed to drive a message on body positivity, long format storytelling was a befitting way.

Tetley’s story is about six different women. Each, who would be automatically labelled a ‘certain type’, by those who didn’t know better.

Tetley chose International Women’s Day to launch this story in to mass consciousness via TV and various digital channels. We saw story being organically shared across social media platforms by some of the top influencers of the country. Print and paid social media efforts further multiplied the reach.

1. Campaign generated 541 K video views and 10.2 Mn estimated reach.

2. Influencer activity garnered views of 460k.

3. Earned PR from 20+ top Indian publications including Financial Express and Campaign India.

Source: Internal data

Gains in Band Equity Score:

Tetley became the no. 1 brand on equity.

The score improved from 30.2 (pre-campaign) to 37.4 (post-campaign).

(Source: Kantar Brand Track)

Uptick in brand health scores – TOMA, Brand Consideration and L3M versus leading brand

1. TOMA for Tetley ahead by 16% vs competition

2. While Tetley saw a growth, the key competitor saw a drop in scores.

Consideration (Top box) improved from 48% (pre-campaign) to 54% (post-campaign)

L3M usage improved from 60% (pre-campaign) to 71% (post-campaign)

(Source: Kantar Brand Track)

Gain in market share and HHs

1. Tetley gained +70 BPS market share, 11% households during MAT Sept'23 Vs MAT Sept'22.

(Source: Internal Data)