Social enterprise, MOOD tea, launched two years ago, backed by the advertising industry in a major way. All of MOOD’s profits fund mental health programs for young people, giving them the tools and skills they need to better manage their mental health. More than over 100 companies from the advertising industry have dropped their competitive barriers, to come together and support youth mental health through MOOD, with everything from creative, to branding, research, pro bono inventory, PR and sampling. It has secured $30m on media placements since inception.
This year, it has partnered with Dentsu Creative and Carat, for its latest pro bono campaign, securing over $9m in media. The new campaign is built on the insight that not all people will drink MOOD tea because it supports charity, some people will drink MOOD tea for their own reasons; because it helps their own mood, strengthens their own wellbeing, and makes them feel good. That message is delivered with the delight of wry humour.
The campaign is a reminder that MOOD tea isn’t a brew that just does great things, it’s a premium tea too.
Dentsu Creative chief creative officer, Avish Gordhan, stated, “This campaign is brought to life by a very unexpected spokesperson for MOOD tea. He’s a real jerk. A proper meanie. In each execution, we see this guy being incredibly unlikeable. And the message is clear, he doesn’t choose the tea because it does good in the world. He chooses it because it tastes good.”
The campaign secured $9.3 million in placement value across TV, radio, print, cinema, OOH, digital media channels with the support of 37 generous media owners.
The campaign is supported by ARN Radio, NOVA, ATN, Are Media, Broadsheet, Mamamia, News Corp, Pedestrian TV, Tonic Media Network, Yahoo, Scout Publishing, Val Morgan, The Guardian, Nine, Seven, Paramount, Foxtel, JCDecaux, oOh!media, QMS, Motio, GOA, Brandspace, Torch Media, Lumos, Cartology, Shopper, and Jolt.
Rachel Troy, general manager of MOOD tea, commented, “In the current climate we wanted to focus on how we could add value to our consumers everyday life, bring them an unexpected smile and inject some humour into their day with some of our MOOD brand truths. We know people will gravitate towards a quality product, and the fact its linked to a purpose allows them to do something good for themselves, that also happens to do good.
“We extend a huge thanks to all the agency, production and media partners who have come together to support us this year. Your support has allowed us to fund four programs to date, reaching more than 800 young people who now the education needed to proactively identify signs and symptoms of mental ill-health in themselves, and others.”
MOOD’s five teas may be bought directly from the MOOD tea website, as well as Woolworths stores Australia-wide.
Brand: MOOD
Chief Executive Officer: Chris Freel
General Manager: Rachel Troy
Marketing Manager: Kate Holland
Agency: Dentsu Creative
Joint Chief Creative Officers: Mandie van der Merwe & Avish Gordhan
Creative Directors: Chris Berents & Ant Hatton
Strategy Partner: Tim Mottau
Strategist: Wil Koslowski
Senior Account Director, PR: Tiffany Simon
Account Director: Josh Pelz
Account Executive: Emma Heazlett
National Production Lead: Roz Scrimshaw
Producer: Tom Pearce
Media Agency: Carat
Managing Director: Lauren Small
Chief Investment Officer: Craig Cooper
Group Investment Director – Melbourne: Steph O’Donnell
Casting: McGregors Casting
Production Company: Revolver
Director: Matt Devine
Producer: Alex Kember
DOP: Simon Walsh
Post-Production:
CGI: ALT VFX
Offline & Online: ARC EDIT
Audio: Rumble
Photography: Nick Bowers @ Photoplay
