The campaign has been created by Albion and will run on posters. There will also be a sampling campaign and a giveaway of branded earplugs to encourage people to give themselves 10 minutes a day cut off from the noise of the outside world.
The advertising uses the idea that when people sit down with a cup of Drink Me Chai, "you take 10 minutes for pure, kind thoughts". It was created by Albion's creative director Matt Gibbins, along with Darren Hughes, Tim McNaughton and Nick Flugge.
Drink Me Chai latte is a sweet, spicy milk drink, popular in the US and brought to the UK by Amanda Hamilton, the founder of Tea UK, which runs mobile tea bars at major train stations.
It is flavoured with a blend of cinnamon, ginger, cloves, black tea, milk and sugar, and there are two variants available, spiced and vanilla. As well as being sold at the Tea UK bars, it is to be distributed through Waitrose, Tesco and in independent retailers.
Albion was founded by Gibbins and Jason Goodman in September 2002. It has a number of food and drink clients such as Innocent Drinks and What on Earth pizza, and also works for The National Gallery, RNIB and Virgin.net, among others.
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