cHATIME

Chatime needed to stand out in a crowded iced tea market with almost no money and one shot at impact. Being safe meant being invisible – the real risk was no one noticing at all.

We started by watching people order in-store. The insight was simple: complex menus were killing sales. People were intimidated. So we repositioned from "foreign drink you don't understand" to "exciting iced tea you've never had before" — and built a campaign around that promise with absurdist humour crazy enough to cut through (even with minimal production budget).

Result: 17% sales growth in year one, 210% increase in franchise leads, 40 new stores in two years.