Chatime Australia appoints Host/Havas to lead brand development + communications program

Chatime, Australia’s leading group of fresh iced tea specialists, has appointed Host/Havas to lead its brand development and communications program across Australia, building awareness of its proposition while introducing new consumers to the category.

Host/Havas will support Chatime’s strategy to build its customer experience and provide compelling reasons for customers to visit its stores by demonstrating its mission to ‘shake up the world of mundane beverages’ and showcasing its innovative range of iced tea products.

The agency’s core remit will focus on the development of the brand’s social media activity to connect with its core 14-25 customer base while refreshing its digital channels to evolve the brand’s identity which revolves around quality, innovation and fun.

Chatime now has more than 80 ‘T-breweries’ across Australia with plans to open more later this year. It will also launch more new fun and experimental flavours, supporting its vision in ‘shaking tea up’ with Host/Havas seeking to inspire consumers through fun and dynamic brand storytelling.

The brand has also identified key opportunities to engage consumers through afternoon social occasions or as a treat, with emphasis placed on Chatime’s refreshing, hydrating and interesting flavours and formats to appeal to new and existing customers during these periods.

Says Laura Aldington, CEO, Host/Havas: “Chatime is a new breed of tea that is on a mission to change the way people think about the category with its inventive products. The Chatime brand is fun and playful and that gives us fantastic creative license to celebrate the lighter side of life. We’re excited to partner up and shake up the tea category in style – watch this space.”

Says Carlos Antonius, group general manager, Chatime Australia : “After a strong 2017, we’re on a mission to take Chatime to the next level in 2018 and continue to shake up the tea category. Chatime is a fun brand and we will be developing some fun marketing campaigns in the coming months to support that. If you didn’t know or haven’t tried our products before, it’s time for you to discover the crazy world of fresh iced tea!

Host/Havas launched in October last year and has a team of over 200 staff across creative, production, strategy and a dedicated digital hub with over 100 specialists.