Tevolution: Black Tea with Lemon

Tevolution’s take on the classic mixture of black tea and lemon is well-executed,but fairly standard, both in terms of flavor and branding. And that seems to be exactly what they were striving to create, with the bigger purpose of this product being an emphasis on charity (they give 25 cents to charity when you submit a code found under the label). However, our feeling is that consumers are not going to be compelled to switch to an “adequate” product to participate in this type of campaign. That said, we’d like to see a more developed and appealing brand than what they’ve created so far (it lacks a personality that consumers can associate with). With the success of the charitable efforts ultimately being predicated on sales of the product, we think that making the brand feel like something that could stand on its own will help the real purpose of the drink more than promotion of the cause itself. Overall, a very novel concept, but further developing the product’s identity will help it achieve its goals.