US launch for green tea group

Ito En, the world's largest supplier of green tea leaves and green tea beverages, has hired the New York-based McDevitt advertising and marketing agency to handle the launch of its products in the US.

The first product being introduced by Ito En is Teas'Tea, a line of all-natural teas with no calories, sugars, artificial colours or sweeteners. The line includes Pure Green, Golden Oolong and Green Jasmine varieties.

After a thorough survey of the US market, McDevitt found that there were over 30,000 brands of bottled drinks. For a new product to gain substantial share within such a saturated market, McDevitt had to differentiate the Teas'Tea product and make it more than just another healthy alternative drink.

"When we first started testing the market we found that Teas'Tea fitted right into the lifestyle of the targeted audience, women and men who took their health and overall well-being very seriously. This is how we came up with the tag line 'Drink for Your Self',"​ said Michael Youmans, chief marketing officer of McDevitt Group. "These people go to yoga or work out in the gym and eat a healthy diet. Teas'Tea, being all-natural with no additives or preservatives, fits right in the whole 'good health & good self' dynamic."​

Ito En has also commissioned McDevitt Group to design the packaging for its flagship tea store and Japanese restaurant, which is located at 866 Madison Avenue. McDevitt Group was asked to create in-store packaging for the entire line of loose tea leaves, and create an identity system for the restaurant, KAI, as well as menus and other signage necessary for normal operation.

The next phase of the roll-out will be the launch of a new line of natural beverages from Ito En, Gotta Juice. These 100 per cent natural fruit and vegetable drinks are designed to help promote health and well being in the entire family, and they should hit the shelves in the later part of this year.