Matcha. No Bullshit
Client: Kaiku Caffè Latte
Strategy
Social Media
Integrated Campaigns & Marketing
Content, Activations & Production
What’s the deal? Do you have to be the trendiest person on Instagram to drink matcha? Yeah… hold my Kaiku.
THE CHALLENGE
Democratizing matcha (and everything around it)
Matcha felt reserved for the trendiest neighborhoods in big cities, specialty coffee shops, and people with the patience to spend 15 minutes making one at home. That is, until we launched the first ready-to-drink version of this product in Spain. How do we create an entry point into this category for everyday people? How do we build a “matcha culture” among those who have never even considered trying it?
THE CAMPAIGN
No mullets, no tiny moustaches. Just matcha, no bullshit
So if you’re not spending 12 hours a day on Pinterest, you can’t drink matcha? Maybe it’s time “normal people” (you know, those who don’t know what “aesthetic” means) could down a Matcha Latte too. A Matcha Latte without all the fuss.
With this campaign and its content strategy, we democratized the matcha universe, stripping it of rituals, appearances, flexing, and trend-chasing. If you want a matcha, skip the nonsense and grab one that’s always ready.
