Creators announce the launch of M-Budget "Tastea".
M-Budget launched "Tastea" in response to celebrity ice teas such as BraTee and Dirtea at the beginning of March. The product was developed by - and promoted by - Gen Z. In a creator campaign orchestrated by Webstages on Instagram and TikTok.
The campaign consisted of three waves. Various Gen Z influencers from all over Switzerland were brought on board. According to Webstages, they shared the content with over 7.5 million followers.
Last year, the M-Budget community was already able to vote on the design of the new Tasteas. The first wave started at the end of January and consisted of two activities. M-Budget invited the two influencers Jesina (@jess.amweg) and Anna (@arturitodiepls) to Bischofszell to the production facility. On site, they were shown the production of the new Tasteas, which they captured in a TikTok video. Other influencers were sent a Tastea button box. They created a video in their own style and drew the attention of the community to the upcoming launch.
For the second wave, Behat (@mrsuisse) and Jesina (@jess.amweg) took to the streets in Zurich and Bern with the new Tastea. Passers-by were allowed to test the two flavors in advance. They also shared their reactions with their community on TikTok.
The last and third wave accompanied the sales launch in all Migros stores throughout Switzerland. In addition to the familiar faces for the first two phases, other influencers were brought on board for the launch, who received the Taste Box and shared the unboxing on their channels.
