This is how a Tea Time with Hard Tea is done
The success story of the USZIT beer is being extended with the launch of the new Hard Tea.
Just a beer? And now also an iced tea. The popular USZIT lager, which supports the Swiss forest with 5 centimes per can, has received substantial support since May: Hard Tea by USZIT is an iced tea with 4.5% alcohol by volume and a brand new beverage category in Switzerland at the time of the launch. It is available in the flavors Peach and Lemon.
For the launch of the new Hard Tea, we created a campaign that celebrates «Tea Time». The somewhat stiff and outdated concept is broken up with authentic, unconventional visuals. The graffiti-inspired typographic design reinforces this contrast and gives the seven motifs an urban character. The visual language is striking, edgy, and full of surprises.
The images in the campaign show snapshots from real life.
«Our Hard Tea campaign is an ode to an authentic attitude to life. We show real people experiencing real moments of enjoyment – whether at the lake, on a rooftop terrace or simply with friends.»
Astrid Roland, Director Feldschlösschen Brand – Feldschlösschen Getränke AG
In addition to the website, the launch campaign included digital advertisements, a large-scale social media campaign, as well as POS and hospitality initiatives. Just like with USZIT beer, 5 centimes from every can of Hard Tea go towards projects to protect Swiss forests.
Different social media adaptations of the awareness campaign were played out on Instagram and TikTok.
The video content, tailored for social media, creates a stronger connection with the target audience and increases engagement. It taps into current trends and topics or enables direct interaction with the community—always in the signature USZIT style: authentic, approachable, and with a touch of humor.
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