Pickwick needed to become part of its target audience’s lives again. The brand focused on true attention for each other, in a world with less social traditions and set moments together, and more solitary digital consumption. With Question Tea bags Pickwick created the tiniest owned media in the world. It offers conversation starters right at the moment of consumption. The campaign inspires with contemporary, personal stories of people taking time to make a real connection. Pickwick connects people with touching storytelling that is both personally and socially relevant. By enabling people to make their own Question tea bags, we encouraged people to have real conversations, and connect on a deeper level. And so they did, in great numbers. Tens of thousands of custom Question Tea bags, with declarations of love and marriage proposals among them. The Dutch consumer rewarded our campaign by growing our market share after nine years of decrease.