TEABALLS: A Hot PR Push for a Booming Winter Business
The Brief
Tea reimagined—without tea bags! When TEABALLS approached us in the summer of 2025 with their water-soluble tea balls, the mission was clear: We didn’t just want to support the high-selling fourth quarter—we wanted to generate significant media buzz to take brand awareness to the next level. The goal? A B2C final push that would make the brand a must-have in holiday coverage just in time for gift-giving.
The challenge: The timeline was tight. When we began working together, many newsrooms were already in the midst of planning their holiday-themed coverage. Nevertheless, we took on the mission with enthusiasm—determined to effectively position TEABALLS in the media despite our late start.
The Campagne
When our collaboration began, TEABALLS already had a media presence—but it was far from being widely recognized. At the same time, the company had a strong, sustainable product that required some explanation. Our task was to reintroduce TEABALLS to the media—even though neither the brand nor the product was entirely new to the market.
A key communication strategy was the new partnership between TEABALLS and BRITA. It provided a credible opportunity to reposition the company and highlight TEABALLS’ socially relevant mission—a mission that unites both brands: enabling people to adopt environmentally friendly and healthy drinking habits. The announcement immediately generated significant media interest. Numerous editorial teams wanted to experience TEABALLS for themselves, so we sent targeted product samples to selected media outlets.
At the same time, we launched an additional outreach campaign to lifestyle media with the goal of prominently featuring TEABALLS in Advent calendar giveaways. The response was consistently positive and led to numerous high-quality giveaway placements with wide reach.
Following the launch with BRITA, the next coup followed: the collaboration between TEABALLS and the cult brand Em-eukal. Here, modern innovation met nostalgic childhood memories. We positioned the tea balls with Vitamin Plus as the “must-have” for the winter months—a perfect symbiosis that resonated with the target groups (and editorial teams) on both a functional and emotional level.
The Results
Throughout the collaboration, we were able to secure numerous media placements in well-known lifestyle publications as well as in traditional news and society magazines. These targeted PR efforts significantly increased TEABALLS’ visibility and successfully established the brand in the media.
In particular, the collaboration with BRITA generated strong journalistic interest and resulted in editorial coverage in renowned media outlets such as Stern. In addition, placements in Advent calendar giveaways in publications like myself, Für Sie, Women’s Health, and Men’s Health achieved broad reach and a strong presence among the relevant target audience.
The newly gained attention also enabled a sampling campaign as part of the goodie bags at Generation WOW Events. In addition to our B2C successes, we also made an impact in the B2B sector and positioned founder Simon Schmidt as the face of the brand—including through an interview with StartupValley that addressed the question: “Why do we still drink tea the same way we did 100 years ago?”
What others say
"“In a short period of time, an ambitious starting point evolved into a strong media presence. The PR efforts clearly sharpened our brand message and successfully established TEABALLS as a relevant innovation in the winter market.”"
