The House Cafe is a chain of restaurants in Istanbul, Turkey that caters to a discerning clientele. The House Cafe's keen attention to aesthetic decor coupled with their fresh and continually changing menu have made the restaurant chain a popular destination for the hip and health-conscious crowd.
To further promote this brand image, TBWA\Istanbul came up with this simple, yet effective marketing idea featuring promotional teas. Cut-out images of people doing outdoors sports (e.g.: rock climbing and bungee jumping) were attached to the strings of the tea bags to associate the teas with a healthy, active lifestyle. The promotion was so successful that the cafe is now seeing a surge in consumer demand to buy these teas for home consumption.