India’s largest tea company in volumes, Tata tea has recently forayed into the Rs 100 billion branded cold drinks market with the launch of T!ON, a refreshing cold beverage targeted at the youth. T!ON has been launched in three refreshing flavours of mango rush, peach punch and apple buzz.
T!ON has been positioned as a product that offers the goodness of three wellness ingredients – tea, which is rich in antioxidants to reverse the effects of today’s hectic lifestyle, fruits – a great source of nutrition and refreshment, and ginseng that provides rejuvenation, refreshment and good health.
Initially T!ON has been launched in Chennai where it is being tested marketed before a phased national rollout. With this move, Tata tea is steadily transforming itself from a company with primary focus on tea to a beverages company focusing on the wellness and health platform.
Speaking on this strategic shift of the company, Sangeeta Talwar, executive director, Tata Tea Ltd, said, “This is a defining moment in the history of Tata Tea as it symbolises the transformative change taking place in the company. T!ON is about a unique combination of fun and health. It is about funk and attitude and has been positioned to appeal to the active lifestyle of the young. We believe it will add a new momentum to the beverage market and provide exciting options to young India.”
Tata T!ON has a unique label, a full shrink sleeve that not only protects the product but also gives it a hip and happening look and provides a differentiated presence on the shelf. The sleek and tall bottle shape is uniquely designed for convenient handling and drinking. The 400 ml pet bottle is competitively priced at Rs 22. The bottle has a vertical logo to be conceived as tattoos to create a youth connect.
The brand communication of the drink has been designed with a focus on things that have a high cool quotient with the youth.
— Juhi Sharma