Green Tea - Taste

Ahmad Tea, one of the world's leading tea companies serving over 90 markets globally, has launched its first-ever campaign dedicated exclusively to green tea. The groundbreaking multi-channel campaign, developed by BIRD London takes a bold departure from category norms by focusing on taste credentials rather than traditional wellness messaging.

Rolling out from November across multiple international markets, the multi-channel push elevates Ahmad Tea’s position in the competitive green tea space by celebrating the artistry and precision behind every blend. Instead of the familiar “calm and balance” narratives, the campaign gets straight to the point: green tea should taste extraordinary.

Ahmad Tea is one of the few tea brands with genuine global scale. In a market dominated by local brands, Ahmad Tea stands out as a truly international presence, delivering high-quality tea to tea lovers across the globe. With a legacy spanning more than three decades, Ahmad Tea ensures that wherever you are in the world, you can enjoy a great-tasting cup of tea.

Central to the campaign is Ahmad Tea's commitment to precision. From sourcing the finest leaves from China's golden triangle region to picking them at precisely the right moment and preparing them with meticulous attention to detail. This precision positioning differentiates Ahmad Tea from competitors in an increasingly crowded marketplace.

"We want to turn tea enthusiasts into tea lovers," said Tracey Wakelin, Head of Marketing, Ahmad Tea. "Ahmad Tea is the tea lover's tea. If you love tea, you love Ahmad Tea. Our goal is to get our audience to recognise that if they want the best tasting tea, there's only one choice."

Ahmad Tea positions itself as the tea lover’s tea, crafted for people who don’t just drink tea, but adore it. “Every leaf, every blend, every pour is about precision. When you want the best-tasting tea, Ahmad Tea is the only choice,” the campaign asserts. This positioning cuts through a crowded category with a single-minded message: Ahmad Tea tastes better because it’s made better. The campaign covers Ahmad Tea's complete green tea range, including Pure, Jasmine, Mint, and Fruit variants, through a single flexible creative concept that can be adapted across markets based on local portfolio priorities.

"When bringing to life taste for Ahmad Tea, we get up close and personal to the liquid itself," explains Steve Parker, Strategy Director, Bird London. “The strategy focuses on the meticulous care and craft involved in picking and blending Ahmad Tea's green tea varieties, using macro photography and intimate liquid shots to romance the product in ways the tea category commonly avoids.”

Targeting markets from Czechia to Vietnam, the campaign marks a major investment in Ahmad Tea’s green tea portfolio. It aims to shift perceptions by emphasising quality and taste credentials, increase trial, and win market share in a fast-growing category.

With a full suite of video content, outdoor creative, print, and digital assets, the campaign has been designed for flexibility and scale across the brand’s global footprint.

The 360 campaign spans digital video, OOH, print, social media, and point-of-sale materials across YouTube, Meta, and TikTok platforms. Each channel maintains focus on the drink itself; how it's made, how it looks, and most importantly, how it tastes.