Overview

The #Cha-llenger (“cha” = tea) recruiting campaign aimed to help consumers rediscover the deliciousness and value of tea by guiding them through the process of how raw, field-picked tea leaves become Oi Ocha using a variety of innovative processing techniques. For the campaign’s third phase, the “Oi Ocha Time Trip” kit was developed.

In the 33 years since its launch, the taste of Oi Ocha has changed subtly each year to accommodate shifting times and tastes. Yet, these delicate changes are often unnoticeable to consumers.

With the “#Oi Ocha Time Trip” kit, challengers could compare past formulations of Oi Ocha to see if they could correctly detect changes in flavor and trace how the brand has continued to evolve over its 33-year history. Those who correctly answered this taste test were awarded a trip to visit and experience a real tea garden.