The ritual of drinking tea, to some, is very spiritual. It awakens the mind, strengthens the body and warms the soul. We took this key insight in consumption behaviour to create a truly synergistic partnership with Cirque du Soleil. Both brands believe in the power of ’Mind, Body, Spirit’ and are unique testaments to this. A comprehensive 360 degree campaign was launch, complete with in-store, online, tv, and consumer contests to engage our targets. Tapping into a powerful insight yielded unprecedented results. Participating retailers experienced a 4-5 times unit growth versus retailers not carrying the program.