K24, a free-to-air television station in Kenya, needed a brand revitalization to regain relevance in an increasingly competitive media landscape.
REPOSITIONING BARAKA CHAI
The Challenge
In a tea market dominated by Ketepa (heritage & tradition) and Kericho Gold (specialty teas & younger appeal), Baraka Chai needed to carve out a unique space—one that speaks to the new-age tea drinker who seeks more than just a beverage.
The Opportunity
While regular tea drinking is fading among younger consumers, they are socially driven, trend-conscious, and always on the lookout for the next cool thing. By tapping into the lifestyle and wellness movement, Baraka Chai had the chance to shift perception—from a routine drink to an exciting, must-have experience.
Our Approach
We repositioned Baraka Chai as a brand for modern explorers—a tea that complements their adventurous spirit, social connections, and evolving wellness choices. The campaign focused on:
✔ Infusing tea with lifestyle and culture
✔ Creating a strong social identity for Baraka Chai
✔ Positioning it as a must-have experience, not just a drink
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