Paloma
A tea brand that people in Sweden already love, opening its first shop in a city that had never heard of it.
Services
Social Strategy
Timeline
2025
The brief
Tea is hard to make anyone want through a screen.
Paloma had a fanbase in Sweden built on blends you can see, with dried pineapple, fruit and fresh tea leaves sitting in the cup. In Copenhagen nobody had tasted it and nobody walking past the new shop had a reason to care. Tea also films badly, because a hot brown drink looks like nothing on a screen, which is why most tea brands give up and shoot packaging on a table. Neither of those problems gets solved by a shop window.
The approach
Filming the atmosphere and ingredients rather than the drink.
The job was introduction rather than promotion, so the film was built around the world of Paloma and the warmth of the shop. That meant leading with the things you can actually see, the colour and texture of the blends and the way they are made, such as the hoemade tea ball flowers and old school style walls ligned with tin cans, so someone in Copenhagen seeing the name for the first time understands the whole brand in one watch. It is a market entry film, which is the same job as a hotel opening a second property or a brand arriving in a new country.
The results