The aim of the new strategy with the claim “DRINK DIFFERENT” is to appeal to new customers in order to achieve a larger market share abroad

TATRATEA, a brand of tea-based herbal liqueurs, announces a change in its communication strategy. The long-used lovebrand claim “It’s a heart thing” will be replaced by the new and modern slogan “DRINK DIFFERENT”. This important step comes with a plan to reach new customers, to respond to the changing conditions of the consumer market. The new campaign aims to change the brand’s communication to become a cool global urban brand, strengthen its position in the market and help grow abroad. The online campaign will be launched simultaneously on the Slovak, Czech and Hungarian markets. Next year, the brand plans to use TV as part of the media mix in foreign markets.

A celebration of originality

This concept’s focus is on modern young people who value their own originality and desire recognition from their surroundings. Through “DRINK DIFFERENT”, TATRATEA celebrates uniqueness and inspires people to follow their dreams, live according to their desires and taste non-traditional alcoholic tea.

Originality and uniqueness move the world forward

TATRATEA firmly believes that originality and uniqueness are the driving force of progress. The brand’s new campaign is based on an idea that emphasizes the uniqueness, originality and exceptionality of each person, which describes the product itself, which is different not only in its packaging but mainly in its content and now also in its communication.

“Our new communication strategy is a response to the ever-increasing share of foreign sales. We want TATRATEA to appeal to new consumers who will gladly use their originality and desire to pursue their goals, and who will also appreciate our unique approach to the production of non-traditional alcoholic beverages. Knowledge of the brand is high in Slovakia, but we want to change its perception to a cool, urban product, which is no longer only drunk as a shot on the slopes of the High Tatras, but is suitable for an evening night-out in any cosmopolitan city” said Lucia Giacková, brand TATRATEA manager.

Erik Semaňák, director of the KARLOFF company, also says: “We decided to change the brand setup, because we also aspire to a higher market share in Hungary and the Czech Republic, we acquired a new and strong distributor in Germany and Austria. We needed to create a new perception for our product, which we believe perfectly captures the slogan DRINK DIFFERENT. In Slovakia, however, we are aware of the strong connection of the TATRATEA brand with folklore and tradition, so we will continue with this reference to the roots of the product in the form of limited editions.”

About the TATRATEA brand: TATRATEA is a leading brand of tea-based herbal liqueurs, known for its quality products and innovative approach. With its unique combination of traditional recipes and modern, timeless design, it has won many fans not only in Slovakia, but also abroad. It has several dozen awards for product design and taste, it won the Most Trusted Brand award 5 times in a row, and in 2024 it celebrated 20 years on the market with a limited edition.

Watch the video spot HERE

Campaign credits:

Client: TATRATEA, Lucia Giacková, Slavomír Alžbetkin, Erik Semanák (KARLOFF, s. r. o.)

Strategy Consultant: Pavol Minár

Advertising agency: B&T Agency, Prague

Creative Director: Ondřej Peša

Associate Creative Director: Jan Jelínek

Strategy Director: Boris Múdry

Art Director: Michaela Mildorfová

Copywriter: Ondřej Peša

Account Director: Andrea Daičová

Account Manager: Eliška Menclová

Directed by: Wolfberg (Jan Kalvoda and Přemek Ponáhlý)

Camera: Sander Vandenbroucke

Production: Creative embassy

Music: Exotique created by Terry Poison

Sound Design: Jiří Gráf – NAPA Records

Voiceover: Milan Ondrík (SK)

Photographer: Shotby.us

Media agency in Slovakia: GROOW