ASIA-PACIFIC – COLOMBO, SRI LANKA, OCTOBER 14, 2010 – In a country where tea with malt is the norm, a tea-related world record seems a logical way to engage the audience.
JWT Sri Lanka along with client GlaxoSmithKline (GSK) set a new Guinness World Record for constructing the world’s largest tea cup last Saturday. At 10 feet in height, 8 feet in width and holding an estimated 4,000 liters of water, the VIVA brand tea cup made it into the Guinness Book of Records. The record breaking beverage consisted of a total of 64kg tea, 160kg sugar and 875kg VIVA–equivalent to 32,000 cups of tea.
In Sri Lanka, where, according to the Lanka Market Research Bureau, over 80% of malt drinkers drink their tea with the addition of a malt supplement, this unconventional stunt was the perfect fit for the re-launch of VIVA, the country’s No. 2 malt beverage, which JWT has handled since 2007.
Thayalan Bartlett, Chief Executive Officer of JWT Colombo said, "We believe that brands need to create ideas that people want to spend time with-an idea which consumers will follow beyond 30 seconds. An idea that will bring them to the venue, excite them enough to follow the coverage, engage them enough to track us on Facebook and follow us on Twitter. VIVA gave consumers an Up Close and Personal view of its proposition. I am confident that the results will be equally big as the record itself. "
Sachi Thomas, Chairman & Managing Director of GSK, said, "The partnership we have with JWT, their understanding of the brand and category gives us the confidence to support big ideas as this. It was a daring, aggressive plan hatched and jointly worked upon by the brand and agency teams to support the brand re-launch. This event has firmly associated Viva with Sri Lankan tea and given the brand national significance."
