Client: KETEPA
Brewing Connections: KETEPA & Charleson Africa’s Experiential Campaign
Introduction: Savoring the Taste of Kenyan Excellence
KETEPA (Kenya Tea and Packaging Agency) has long been synonymous with quality, blending, and packaging the finest Kenyan teas in a variety of flavors, including black, flavored, green, and white. More than just a beverage, Kenyan tea represents a journey of heritage, taste, and community.
When KETEPA sought to reach new customers and solidify its leadership in the tea market, it turned to Charleson Africa. Together, we crafted an immersive in-store activation campaign that didn’t just showcase tea—it brought the experience to life, one cup at a time.
The Challenge: Standing Out in a Competitive Market
Even with its established reputation, KETEPA faced challenges in expanding its reach:
- High Competition: The beverage market in Kenya is dynamic, with many brands vying for attention in retail spaces.
- Creating Memorable Experiences: Customers needed more than packaged tea on a shelf—they needed to connect with the brand and its unique offerings.
- Reaching Diverse Audiences: KETEPA aimed to engage customers from various demographics, ensuring the brand resonated with both new and loyal tea enthusiasts.
KETEPA’s goal wasn’t just to promote its products—it was to create a sensory and emotional connection with its customers, building loyalty and awareness.
The Brew: Crafting an Immersive Strategy
Charleson Africa blended strategic engagement, cultural relevance, and experiential marketing to deliver a campaign that delighted and inspired.
Creating Memorable Experiences
Through an innovative wet-sampling approach, customers experienced the taste, aroma, and quality of Kenyan tea firsthand. This sensory engagement left a lasting impression, far beyond what traditional advertising could achieve.
Strategic Activation Locations
Sampling stations were strategically placed in high-traffic supermarkets and grocery stores, ensuring maximum visibility and interaction with KETEPA’s target audience.
Empowering Ambassadors
Friendly and knowledgeable brand ambassadors were trained to share the story of Kenyan tea, offering insights into brewing methods, flavor profiles, and creative tea pairings. Their enthusiasm and expertise created meaningful interactions with customers.
The Results: Brewing Success Beyond Expectations
The partnership between KETEPA and Charleson Africa delivered exceptional results:
- Exceeded Sampling Target: Initially targeting 15,000 customers, the campaign reached 16,500 customers, surpassing the goal by 110%.
- Boosted Brand Awareness: Through direct interaction and sampling, KETEPA reinforced its position as a leader in Kenyan tea production.
- Enhanced Customer Perception: The hands-on experience fostered a deeper appreciation for KETEPA’s quality and commitment to excellence.
The Highlights: Why It Worked
- Sensory Engagement: Wet sampling allowed customers to fully experience the richness of Kenyan tea, making the brand memorable.
- Strategic Reach: High-traffic activation sites ensured visibility to a broad and diverse audience.
- Authentic Interactions: Enthusiastic brand ambassadors bridged the gap between product and customer, creating trust and connection.
Conclusion: Brewing Bonds, One Cup at a Time
The KETEPA in-store activation campaign exemplified the power of experiential marketing. By transforming retail spaces into interactive brand experiences, Charleson Africa and KETEPA didn’t just promote tea—they cultivated connections, built trust, and inspired loyalty.
Looking to transform your brand story into an unforgettable experience? Let’s make it happen together.
