Brooke Bond: new life begins with home

Unilever and Mildberry have accomplished the repositioning project of Brooke Bond, the Russian legendary tea brand. During the project the joint team created and implemented a new positioning concept, communication strategy as well as the flavours line of the product.

For the last few years the market share of Brooke Bond, one of the famous Unilever brands (in Russia – since 1995) has been stagnating. In order to achieve the brand obviously required conceptual changes in positioning, package design and communication.

Unilever assigned Mildberry with the whole bunch of tasks: to uncover the commercial potential of the Brooke Bond trademark, by increasing its sales; to present the consumers of mainstream segment a product with an enhanced recipe, an eye-catching packaging and new positioning.

Brooke Bond has been positioning itself as «tea, which reinvigorates you» for 20 years, and now Mildberry was supposed to discover new senses in this brand positioning.

Mildberry collaborated with Unilever and researched sales data, potential volume of market segments and consumer insights of the brand. During the research of consumer behaviour, buying triggers and national tea drinking habits the strategic team figured out that understanding and circumstances of tea consuming in Russia differ from current positioning of the brand.