Zesta brews with new gusto

Tuesday, 8 March 2011 00:02 - - {{hitsCtrl.values.hits}}

Watawala Marketing Ltd., a subsidiary of Watawala Plantations, one of Sri Lanka’s leading plantation companies, re-launched its flagship brand Zesta in a new and improved pack, as it gears to attract a new customer base. The newly improved pack will be significant in repositioning the brand and strengthening its presence across the country.

Expressing his thoughts on the re-launch of Zesta, Vish Govindasamy, Group Managing Director, stated: “We believe that the changes made to our packaging will appeal more to our consumers and will help propel the brand to greater heights.”

However, Zesta will continue to offer the best Pure Ceylon BOPF tea at the same price, added Govindasamy.

Further elaborating on the objectives of this endeavour, Visal Wickramarathne, Chief Executive Officer, stated: “Zesta was at first limited to a niche market. However, today, changes have taken place, the economy is growing and we believe we can expand our target audience. To do that, we have to reposition the brand in the consumers’ mind. The basic objective of the relaunch is to reach more households. It is not going to a niche product anymore, restricted to a smaller segment.”

Renowned for its high quality, the re-launch of this popular brand reiterates the company’s commitment to providing consumers ‘good pure Ceylon tea’. Although the packaging has been enhanced to make the product more appealing to the consumers, the quality and price have been maintained.

The improved pack retains the significant elements that are associated with Zesta, including its signature strips. However, these have been enhanced with the new addition of gold, while the company logo is also placed prominently. Additionally, in order to make the packaging more attractive, a human element has been introduced, while the new design also depicts the freshness of the cup of tea.

Following the official re-launch of Zesta, the new improved pack was introduced to the general trade and supermarkets around Colombo on the same day by the company’s sales force, as the initial step. By the end of the month the new Zesta pack will made available in all outlets nationwide for all consumers to experience.

Launched in 1999, Zesta has been recognised for its unique aroma, taste and colour, gaining recognition not just in Sri Lanka, but world over. Packaged in a foil pack, it was designed to retain the plantation freshness. The company was the first to introduce the concept of ‘plantation fresh,’ where tea is directly sourced from the plantations and was committed to give a quality cup of tea.