This is the third year that the Tea Council of the USA, Inc. held the Calm-A-Sutra contest and the number of entries has increased steadily from just 70 in 2007, to 700 last year to over 1,100 this year.
Throughout this period the objectives of the program have remained the same:
• To raise awareness amongst young people regarding the health benefits of consuming tea
• To position tea amongst young people as a great tasting beverage consistent with their desire to maintain a healthy lifestyle
• To use the contest to generate positive consumer impressions amongst a wide demographic group
• To design a contest that will attract the attention of young people and to provide them with a significant incentive to participate
• To create word of mouth buzz amongst young people regarding the health benefits of tea by using traditional media as well as social media tools
To date over 1.1 billion consumer impressions have been estimated with the final number expected to far exceed that when the winners of the contest are announced.
Ten finalist videos have been identified and they have been circulated to the Directors of both the Tea Council of the USA as well as the Tea Association of the USA for judging to determine the winner and runners-up. The announcement of the winners is expected to occur by mid September.
Watch for updates at www.teausa.org