In the world of tea, where each sip reveals new flavours and old customs meet new ideas, Dilmah Tea and the RCJ Group have come together to unveil something extraordinary. The stage is set for the launch of their brand-new campaign, “Make The World a Better Tea,” as Dilmah Tea welcomes RCJ Group as its Australian media agency partner.
This campaign isn’t just about tea; it’s a heartfelt tribute to the legacy of Merrill J. Fernando, the visionary founder of Dilmah Tea. Last month, the world lost Merrill at the age of 93, but his impact is felt in every tea leaf. It was Merrill who introduced Australia to Dilmah in 1985, urging tea enthusiasts to “Do Try It,” a mantra that championed quality and sparked a tea revolution.
“Make The World a Better Tea” is more than just a campaign; it’s an opportunity to enjoy both great taste and a meaningful mission. The exceptional taste of Dilmah Tea is nurtured by carefully growing and hand-picking the finest single origin Ceylon tea leaves, a craft lovingly practiced by a family of dedicated tea growers. Beyond taste, this cup holds a “Cup of Kindness.” With 15% of all profits dedicated to kindness towards people and nature, Dilmah Tea is sowing seeds of compassion, fostering positive change with every sip.
Dilhan C. Fernando, Chairman of Dilmah Tea, expressed, “His spirit will forever inspire us to strive for excellence and make a positive impact on the lives of others”. In Dilhan’s words, the essence of Dilmah’s journey transcends tea; it’s about adding kindness and excellence into every cup.
As this collaboration comes to life, RCJ Group leads the way, creating real stories of genuineness. RCJ Media spearheads the brand strategy, while LeapFrogger, a subsidiary of RCJ, oversees the digital, social and e-commerce aspects. Together, they illuminate Dilmah Tea’s commitment to ethics and quality, crafting a digital presence that’s lively and genuine.
RCJ Group has another exciting mission: the launch of Dilmah 85 Reserve, a collection of Luxury Artisan Teas that pays homage to the year when Dilmah Tea came into being. By combining traditional practices with modern elements, every cup has the power to take tea lovers on a journey through history, giving them a close experience of Dilmah’s vibrant heritage.
Carlos Correa, CEO of RCJ Group, added, “We are saddened by the passing of Merrill J. Fernando but are honoured to partner with Dilmah and build on the legacy that Merrill created. We look forward to working with the team on some very exciting projects.” This reflects mixed feelings of respect, excitement and commitment. It’s all about honouring Merrill’s legacy with the potential for collaboration through meaningful projects.
This partnership is more than just about tea. It’s like a blend of different flavours, stories and common beliefs coming together. Dilmah Tea and the RCJ Group are starting a journey together, one that respects the past, enhances the present and aims to create a lasting legacy of quality, kindness and the meaningful influence of a cup of tea.