Classic Communication: Kusmi Tea: Campaign - "The Spirit of T2: Saving the Tigers"
Kusmi Tea - "The Spirit of T2: Saving the Tigers"
A meaningful launch for Kusmi Tea’s first
organic tea in support of WWF’s T2 project
Challenge / Approach
With Tchaï of the Tiger, Kusmi Tea introduced its first organic tea – a blend whose proceeds support the WWF project T2, dedicated to protecting wild tigers in India. The goal: to raise awareness in the DACH region for both Kusmi Tea’s organic transformation and its long-term sustainability commitment.
Classic Communication designed a comprehensive media campaign to bring the story behind the product to life and position Kusmi Tea as a brand with purpose.
.jpg)
Implementation
-
Press & Media Relations: Development of a consistent communication strategy combining the themes of organic quality, responsibility, and wildlife protection. Securing coverage in leading lifestyle, gourmet, and sustainability media.
-
Influencer Relations: Collaboration with credible lifestyle and sustainability influencers who authentically presented Tchaï of the Tiger to their communities.
-
Campaign Content: Creation of visual and editorial content highlighting both the organic initiative and the WWF partnership.
Results / Impact
​
-
Extensive and high-quality coverage across print and online media in the DACH region.
-
Authentic influencer contributions that enhanced brand trust and reach.
-
Strengthened positioning of Kusmi Tea as a sustainable premium brand with social responsibility.
-
Tchaï of the Tiger became a symbol of conscious enjoyment – where French tea culture meets ecological engagement.