On March 28th, chali tea bag brand chali tea and ant forest, a public welfare platform, launched a public welfare activity to protect biodiversity - "small leaves help big forests" plan.
CHALI Tea; Image source: video number
Good morning! CHALI Tea × Ant Forest "Good Morning Forest in Tea" video launched! Watch the animals enjoy themselves in the forest and enjoy the beautiful morning ~ CHALI Tea × Ant Forest joint "Good Morning Tea" officially unveiled, watch 7 magical species and 7 flavored good tea warm encounters. All the proceeds of Good Morning Tea will be donated by CHALI Tea to the Biodiversity Conservation Project, and the small leaves will help the big forest and help the beautiful ecology!
Inspired by seven rare animals, CHALI Tea launched a limited joint gift box animal good morning tea, so that the "magical species" in the forest are close to the daily life of young people, awaken their vitality with a cup of good morning tea, and issue a call to "protect biodiversity and enjoy green life".
Image source: CHALI Tea
First, a good morning greeting from the "magical species" of the great forest
Chali Tea joined forces with Ant Forest to launch the Animal Good Morning Tea Ceremony, with a total of seven different flavors of tea bags. The tea bag adopts a unique ear-hanging design, which cartoonizes the image of seven rare animals, combines their respective characteristics, and combines them with a warm and witty good morning language to inject vitality into the early workers.
For example, the cute giant panda will remind you to go to bed early and get up early, saying goodbye to dark circles;
For example, the Ulin Owl will pass on the courage to break through the dark clouds to you, to bravely overcome the difficulties of life;
For example, the northern long-tailed gives you a good morning kiss;
The Golden Leopard brings you a loving hug.
In addition to attracting consumers through the cute and interesting ear-hanging design, this gift box also makes the science popularization thing vivid and interesting: the postcard included in the box shows the real appearance and living environment of rare animals.
Scan the QR code on postcards and tea boxes, enter the Good Morning Interactive H5, click on the animals to "wake them up" to hear their real cries, and at the same time, they will tell their "living habits" like friends.
Second, let the public welfare be interesting and material, how is chali tea made?
The continent is one of the countries with the richest biodiversity resources in the world, with more than 2900 species of terrestrial vertebrates, accounting for more than 10% of the total number of species in the world. Nonetheless, with the rapid development of the economy and the huge population pressure, the continent is facing the serious challenge of biodiversity loss. According to the Convention on International Trade in Endangered Species of Wild Fauna and Flora, China accounts for 25% of the world's 640 endangered species.
It is urgent to protect forests and promote biodiversity conservation. Building a home for man and nature to live in harmony is the common responsibility of all mankind in society.
But saving endangered species and protecting biodiversity is a grand, serious, but distant thing for most people.
Now, that stereotype has been broken.
If you want to participate in the guardianship of the "magical animals" in the great forest, all you need is a cup of good morning tea.
According to CHALI Tea, the product has received 50,000+ support in only 3 days of listing; CHALI Tea has climbed to TOP1 in the alipay-exclusive public welfare forest, and the amount of watering in a single day has climbed to TOP1; these are enough to see the enthusiasm of consumers for this public welfare plan.
As mentioned above, whenever it comes to public welfare actions, the public has a natural sense of awe and distance, which invisibly raises the threshold for participation in public welfare activities, so that the public wants to participate and feels out of reach. So why is chali tea such a popular public welfare program?
The most important reason is that CHALI Tea blends the social value of public welfare with the commercial value of the brand just right. That is, this is not a single public welfare activity of donated materials, but a "fun and material" public welfare activity that integrates public welfare, science popularization and product sales with consumers as the center.
Third, how to open a "strategy" for consumers in CHALI tea?
First of all, nine out of ten young people in contemporary times are households with difficulty getting out of bed. Day after day, they shuttle between reinforced concrete and steel, withstanding the high-speed pace of life and high-pressure working environment, often exhausting to start the day.
CHALI Tea creates the concept of "Forest Animals Send You a Cup of Good Morning Tea", through interesting product design and high-quality tea, so that consumers can be resurrected from the original blood physically and psychologically, bid farewell to tiredness, and start a new day with a green and healthy attitude.
On the basis of breaking the pain points of consumers in life, the public welfare plan in CHALI Tea helps biodiversity conservation, so that consumers feel that participating in this plan is not a one-way dedication, but a real win-win thing between man and nature.
Secondly, from the "drinking tea", which Chinese taken for granted as the entrance, it is necessary to see the big from the small, shorten the distance between the public welfare and the public, and make the public welfare within reach.
For Chinese people, a cup of tea every day is a small thing that is taken for granted, a part of life, and a habit carved in the bones.
Turning the tea that the Chinese people cannot do without into a public welfare product: just buying a gift box can help biodiversity conservation projects and lower the threshold of participation in a simple and direct way.
At the same time, it is supplemented by a wealth of materials and activities, such as theme videos, good morning bells for animal sounds, good morning posters, postcards, good morning H5, CHALI Tea Love Charity Forest, etc., so that consumers can perceive activities from multiple dimensions of vision, taste, hearing and feeling.
Animal ringtones; Image source: Chali Tea
CHALI tea has narrowed the distance between the rare animals that were originally out of reach and the public's lives, and the environmental awareness of protecting the ecological balance has penetrated into the daily life of consumers, so that consumers feel that doing public welfare is as simple as drinking tea, and slowly becoming a habit.
This public welfare plan does not only stay in the superficial slogan-style publicity, but will implement the public welfare action in a down-to-earth manner: in addition to the fact that all the profits from the sale of the gift box will be donated by CHALI Tea for biodiversity conservation projects, the tea bag filter material and product packaging of the Good Morning Tea Gift Box are environmentally friendly materials, which promote the sustainable development of the industry from the source.
Finally, instead of going it alone, CHALI Tea joined forces with the large-scale public welfare platform Ant Forest to create this plan. With the help of the platform, the public welfare force has been gathered more efficiently. Ant Forest is backed by 600 million users and has a very mature operation mode of public welfare activities. Ant Forest has created an exclusive "Forest Lab" and "Public Welfare Forest" activity for CHALI Tea, calling on more users to pay attention to and participate in this public welfare plan.
Fourth, the road of environmental protection of food brands, how to go?
An excellent enterprise, in the continuous creation of commercial value, to pay attention to social symbiosis, for the long-term continuous creation of value for the society.
The "Small Leaves Help big forest" program is the first environmental protection public welfare project initiated by CHALI Tea with the help of a large-scale public welfare platform, but it is not the first action of CHALI Tea to practice the concept of environmental protection.
Chali Tea has been established for more than 8 years, has always adhered to the values of long-termism, with the mission of passing on love and care, always focused on making high-quality Chinese FMCG tea loved by young people, and advocated the environmental protection concept of "taking nature and giving nature" in product research and development.
Like the Good Morning Tea Gift Box, every product launched in CHALI Tea uses nature's high-quality original flowers and leaves, paying attention to natural and healthy taste.
As a return to nature, the tea bag filter and packaging outer box in CHALI tea insist on using environmentally friendly materials - the tea bag filter uses degradable PLA corn fiber material, and the product outer box uses a tear-pull carton design, which can be completely degraded, 0 pollution to the environment, and implement the concept of environmental protection to the real place.
CHALI Tea said that in the future, it will continue to explore new models of public welfare, use green development to promote brand promotion and environmental protection win-win, achieve sustainable development of enterprises, and build a better home for the earth.
As a leading brand of China's new generation of FMCG tea, CHALI Tea Li actively assumes corporate responsibility while continuously providing consumers with high-quality products and services, and contributes to the development of a community with a shared future for mankind.
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