“Uni-tea” in addressing the elephant in the room!
How many times have we seen rivals in a category, come together & fight towards a common goal?
Well, the UK Tea Industry witnessed something groundbreaking recently.
When a YouTube vlogger expressed her happiness that the brand Yorkshire Tea had not come out in support of #BlackLivesMatter, she wouldn’t have imagined such a turn of events.
Yorkshire Tea simply asked her to boycott their products, if she doesn’t support the moment.
That tweet created a domino effect, with most of their rivals, including Unilever’s PG Tips, following suite, supporting YT’s stand, with #solidaritea trending in Twitter.
A few weeks before, we had seen Nike & Adidas come together to condemn the social injustice.
It is commendable to see how BLM has grown beyond the US, with authorities being forced to take a closer look at racial disparities.
This also shows how relevant social listening has become, for brands.
The recent Godrej Consumer Products Limited-Karan Johar & PepsiCo-Sonam Kapoor episodes are testimonies for that, though in a completely different context.
It’s time for the brands to align between their stands & what its audience experiences; with solidifying & strengthening becoming more important than ever.
Let me know in the comments below.