Sri Lankan family tea company Dilmah, founded by Merrill J. Fernando, is today the world’s most experienced teamaker and has championed quality, authenticity, and variety in tea.
Dilmah’s emphasis is on the importance of real tea and the versatility of this natural herb in tea gastronomy, food pairing, and tea mixology.
Dilmah takes the lead in bringing innovation to a global tea category that has suffered a decline as a result of commoditization.
Dilmah has had a long and fruitful relationship with Dubai. Dilmah and Emirates Airlines have had a partnership for over 27-years.
WHAT
Dilmah wanted to generate awareness for its new luxury café that was located in the Ibn Batutta mall in Dubai.
The brand also wanted the agency to generate awareness around their participation at the trade show like Gulfood and GulfHost among other events.
The challenge on hand was competition from brands across the world including, India, UK and other brands from Sri Lanka.
HOW
We created a strategy that differentiated Dilmah from others and the first major differentiation was the launch of a Café’ which offered varieties of tea as opposed to 100’s of coffee joints.
We also create campaigns to highlight their participation at events such as Gulfood and GulfHost wherein a specially concocted competition for Tea connoisseurs was conducted.
Our campaigns helped the brand to increase footfalls at the Dilmah café and also increase the uptake of Dilmah tea from the shelves.
White Water PR also engaged lifestyle and food bloggers to take the message across to the community.
Then we utilized the fan following of celebrity chef Peter Kuruvita, also a Dilmah brand ambassador.
White Water PR launched Dilmah’s first high end café in Dubai.
