---
title: "Melborp - Mr. Tea - Honesty is Refreshing"
description: "ProbleM:\nHow do we position a tea that doesn’t have what it takes to be trendy?\n\nMelborp:\nBy creating a counter-trend."
canonical: "https://melborp.art/work/mr-tea-honesty-is-Refreshing/"
---

# Honesty is Refreshing

- [Honesty is Refreshing · Mr. Tea · 2024 09 · Awareness · Branded content](https://melborp.art/work/mr-tea-honesty-is-Refreshing)

### Problem

How do we position a tea that doesn’t have what it takes to be trendy?

* * *

### Melborp

By creating a counter-trend.

We built a campaign so real... that we admitted our tea isn’t Instagram-worthy and definitely doesn’t promise happiness in a bottle.

![Melborp](https://a-us.storyblok.com/f/1022498/1881x2647/bd01b78d31/img_1-mrtea.webp/m/)![Melborp](https://a-us.storyblok.com/f/1022498/1880x2647/26c5660633/img_2-mrtea.webp/m/)![Melborp](https://a-us.storyblok.com/f/1022498/3790x2132/e460bb8fa2/img_3-mrtea.webp/m/)

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