Monthly Message & Corporate Newsletter

Overall Objective 
Mizuba Tea Company offers Uji Japanese Matcha green tea powder. The purpose of proposing a new advertising campaign is to relaunch Mizuba’s image to an aware older audience. This product has been in the market since 2013 and needs redirection to a broader audience of tea drinkers. The campaign should be launched during the months of May through August. The creative strategy statement for this campaign is to convince the older audience that Mizuba organic Matcha will provide healthier alternative matcha because of its non-GMO, radiation-free, preservative & metal-free ingredients. Some key messages about Mizuba’s matcha product can be: “We're about committing to the region of Uji–recognized in Japan as the highest quality tea growing region, and as the birthplace of Japanese green tea.” and “We're about purely being a single-ingredient, single-origin product. We're about non-GMO, radiation-free, preservative & heavy metal-free, absolutely pure matcha green tea.”
Target Demographic
The current audience of Mizuba Tea Company seems to be geared towards adult matcha/tea enthusiasts who are able to order matcha in shipments or pick it up in select coffee stores.  The brand seems to favor younger adult consumers (ages 18-25) consumers who use matcha in various ways, in tea, mochi, brulee ice cream, and cookies. We want to expand our consumer demographic to older adults (26-33),  from the VALS  group, the “Societally conscious” consumer would be the main target audience with our emphasis on preservatives and healthier ingredients. 
Current & Intended Perceptions
Mizuba’s is a well-reviewed brand but doesn't have much recognition for its name. For the locations that provide the matcha, it gets good reviews on the taste and quality of the drink. It's a solid brand just with a smaller following, but the consumers who know about this brand seem to be satisfied with the taste of the matcha. The intended perception needs to be the versatile use of and quality of the matcha, the brand wants to communicate the traditional cultivation of the matcha tea leaf. 
Competition
Mizuba has two main competitors, Sen Bird Tea and Jade Leaf Matcha which also manufactures and distributes house servings(40 Grams) of organic matcha powders. These brands both offer wholesale distributions on teas and single-serving shipments online for consumers. With the first competition, Sen Bird Tea offers their house serving for $27 the house serving option for Sen Bird Tea is currently sold out and holds a 5-star review. Sen Bird Tea doesn’t advertise any locations holding their product to purchase.  The second competitor is Jade Leaf Matcha which has a distribution partnership with amazon making it more accessible, it does, however, go for 25$ for a house serving. Whereas Mizuba Tea is at a price advantage at $21, Jade Leaf does have a distribution advantage being available online and at local coffee shops. Mizuba Tea distribution is online and also in select coffee shops. 
USP & Platforms
The USP that needs to be communicated for Mizuba Tea is the organic health features of matcha green tea. The reviews from their social media and website both promote the ingredients included in the matcha. Compared to other organic matcha, Mizibu seems to have the most non-GMO perseveratives and single-sourced matcha at a price advantage. The brand currently does well on its Instagram platform to promote partnerships and new products they offer. In terms of platform use, the brand would do well reestablishing themselves on their Socials and going for a TV commercial to get the attention of the older target audience.
Measurement of Success
To measure the success of the campaign, Mizuba Tea should record the total sales/interactions during the May-August months and occasion-based/holiday events. On the website for the powdered matcha and then see if the campaign increased sales by 40%. By including the social media for the client, we can measure the growth of the platform after the campaign. We will conduct post-campaign interviews on why consumers purchased this specific matcha and if it was based on the benefit advertised.