Sherpa Chai was still being made in the back of Sherpa’s Restaurant when the Triarc team first began marketing. The scope of work was simple but unending: build a brand’s digital presence from scratch.
From creating the social profiles to building their first e-commerce website (not the current Sherpa Chai site), we got the brand on its feet and into a nonstop pattern of growth.
“We worked with Triarc for four years before selling the business in 2021. They put us on the map, where we transformed from a small, local chai company to a national brand. Shoutout to Triarc for helping us bring the product to market and for developing excellent digital marketing strategies that made the brand what it is today.” - Lanny Ladner, Owner
The social team was responsible for identifying and creating the aesthetic and providing that direction to the media team.
The Rockies aren’t quite the Himalayas, so our team sprinkled in iconic photos of Nepal with the media we produced here to keep the brand's feed true to its heritage. Featuring user-generated content and influencer content was also a meaningful way to share the versatility of Sherpa Chai.
Sherpa Chai started locally, and our influencer program did too. Our initial goal was to spread the word in the front range of Colorado, and at this point the operation has expanded to Influencers across the West coast.
We began by finding influencers that fit Sherpa Chai’s alpine heritage folks that would take the chai skiing and backpacking. As our program grew, we shifted the influencer demographic to more closely align with the most frequent buyers of each SKU. From sharing wild trip stories to creating delicious food with Chai as an ingredient, the influencers help people understand and appreciate the quality and heritage of Sherpa Chai.
Creating media for something delicious is always a challenge because we need to capture enjoyment at its purest.
This task wasn’t too hard; when you put a cup of Sherpa Chai in anyone's hands, the smile of appreciation is heartwarming and an emotion we always love to capture.
The Triarc advertising team ensured that every available revenue source was covered. From post promotions to creating sustainable E-commerce, the demand for Sherpa Chai meant that advertising was always scaling up as well.
The scope of work ranged quite a bit: Our biggest priority was featuring new retailers and SKU promos across Sherpa Chai’s expanding retail area. A secondary priority was turning highly engaged social fans into repeat online buyers. The final goal was to keep the social feeds steadily growing and ensure that high performing posts were placed in front of new audiences that would be impressed by the social proof.