Consumers sceptical of Ayataka were likely to already be familiar with or knowledgeable about matcha. These individuals would also tend to be interested in Japanese culture and tradition, especially if they were interested in traditional tea-making ceremonies. Many potential consumers would also be millennials who were health-conscious, with the tea being a zero-calorie beverage. These millennials would likely be active on social media.

To reach this audience, Kobe worked with Ayataka to engage influencers who were advocates of the beverage and had shown a strong interest in Japanese culture.

The Kobe Relevance Concept is Kobe’s unique content strategy methodology that emphasises relevance and value for all stakeholders involved in a campaign.

To achieve this campaign goal of persuading the sceptics through engaging cultural references, Authentic Tea House and Kobe organised a half-day experiential event filled with traditional Japanese activities, such as a yukata-wearing class and a tea-making ceremony, or sadou. 

This tea-making ceremony, where the influencers were taught to brew their own Japanese green tea, ended off with a taste testing session. The influencers were provided with a checklist of all the characteristics a good pot of brewed matcha would have. After brewing their tea, they were invited to taste it and tick off the checklist.

The influencers were then given Ayataka Japanese Green Tea, along with a similar checklist, for a second round of taste testing to see how the drink compared to the brewed tea. By demonstrating that both drinks had the same characteristics, consumers would be convinced that Ayataka green tea is authentic and similar to pot-brewed matcha.