Madrid – Creative agency Niiiiice is launching an irreverent tea label offering herbal beverages to soothe end-of-world scenarios.
Taking inspiration from the tumultuous state of the world in the past year, the tea brand – dubbed The End – offers a variety of flavours inspired by different apocalypse scenarios. For example, Pandemic Chill intends to settle drinkers with its ‘harmonious infusion of lemon and ginger’, while Mint Wildfire offers ‘a calming effect on the digestive system and respiration’. Through its infusions, The End seeks to lighten consumers' moods with teas 'to temper the nerves and better face these extreme situations.'
To promote the brand, Niiice has created a satirical campaign film featuring a soothing voiceover and stock imagery of people enjoying tea – montaged with clips of tsunamis and a nuclear explosions. 'This project was born from the idea of satirising the end of our days by launching a product to brighten up our last moments on this planet,' reads the brand's site.
This playful embrace of doomsday scenarios is something we’ve explored through the lens of luxury consumers and their survivalist mindsets.