New Campaign for Dilmah Craft Ice Tea Celebrates Individuality

MJF Beverage Partnership is delighted to announce a brand new campaign for Dilmah Craft Ice Tea.

The campaign introduces Dilmah Ice Tea as a contemporary, cool drink – an aspirational, healthy choice for a young and dynamic audience.

With the tagline ‘Special Drink for Special People’, the campaign asks consumers ‘Are You Dilmah?’, inviting them to join an exclusive tribe of special people. Curious and demanding, these unique individuals are passionate about peculiar and disruptive products. Refusing to settle for ordinary, they insist on authenticity, originality and naturalness.

For this groundbreaking new campaign, visual artists used AI to generate proprietary images featuring unusual and exceptional characters and situations. Taking this creative approach has led to a strong, impactful, singular mood, giving the campaign its own twist in terms of brand personality and appeal.

The campaign uses a decidedly alternative language to describe healthy, cool, Dilmah Craft Ice Tea, intended for those who prefer natural and healthy products, but with a strong character and identity.

Red Robiglio & Dematteis Millan, Italy, worked on strategic positioning and creativity for the digital and social launch.

Dilhan C. Fernando, Chairman, Dilmah Ceylon Tea, commented: “A new generation of healthy, conscious customers demand authenticity, taste, ethical purpose, and wellness in what they drink. That’s what our single estate ready-to-drink offers, with family passion added.”

The iced tea market is experiencing significant growth of craft premium brands thanks to health-conscious consumers looking for natural, healthy, ethical beverages, and since its launch in 2022, Dimah Craft Ice Tea has successfully expanded across 20+ countries.