Tea Council of the USA, Inc.
Strategy
As interest in functional beverages grew, it was critical to position true tea (black, green, white, oolong) as a scientifically backed choice for better health. The objective was to communicate the latest research on tea’s health benefits to key stakeholders, including the U.S. Dietary Guidelines Committee, media, registered dietitians, and policymakers, ultimately strengthening tea’s role in public health discussions and consumer choices.
To achieve this, we launched the Sixth International Scientific Symposium on Tea & Human Health, a high-impact virtual event that engaged an international audience of leading nutrition scientists, policymakers, registered dietitians, and media. Key elements included:
- Top-Tier Research Collaboration: Partnered with globally recognized scientists to develop comprehensive reviews on tea’s role in health.
- Strategic Messaging & Speaker Support: Equipped researchers with key messaging to effectively communicate their findings.
- Media Engagement & Digital Amplification: Hosted a media briefing following the Symposium, attended by over 200 media professionals, and reinforced key takeaways with a compelling digital media kit.
Results
The Symposium successfully elevated tea’s position as a health-supporting beverage, generating widespread awareness and industry impact:
- 1,260 registrations, with 660 live attendees, including researchers, policymakers, registered dietitians, and media.
- 414 media placements, earning 5.2 billion impressions, fueling conversations about tea’s role in the U.S. Dietary Guidelines.
- Long-term market impact:
- 52% growth in the black tea market.
- 335% growth in the green tea market.
Through expert collaboration, strategic messaging, and targeted media outreach, the Sixth International Scientific Symposium on Tea & Human Health cemented tea’s reputation as a science-backed beverage for better health, influencing both policy discussions and consumer behavior.
