As part of some tongue-in-cheek April Fools marketing activity, InSinkErator teased the launch of the ‘perfect matcha tap’ across its channels in previous weeks. Each month there are 661,000 searches for matcha in the UK, and there are also 125million posts on TikTok about the finely ground green tea powder that promotes healthy digestion. Matcha's health benefits include being rich in antioxidants and providing energy without the jitters of coffee. Gen Z especially are said to be switching their morning coffee for the drink and posting across social media about their experience.
With the world going matcha mad, InSinkErator decided to dream up the ‘first ever matcha tap’ ahead of April Fool’s Day. Driven by visuals, InSinkErator’s ‘new’ fictional product was designed to make the perfect matcha every time and included a dial that users could turn based on their preferences, e.g. blueberry, vanilla, strawberry, iced or warm.
The April Fools' product has attracted over 15,000 website page views, 117,000 Instagram views, and 300 engagements. The story has also been covered within lifestyle and trade media titles.
Anne Kaarlela, marketing communications & customer service manager, Europe, commented: “Fresh off the back of our Brushed Copper and Brushed Gold tap finishes, which we launched earlier this year, we saw a perfect opportunity to do something a little different for April Fool’s to capture the attention of consumers. It has been fun to jump on the matcha trend and cause a stir (pun intended) over recent weeks and we enjoyed the response the idea received. It would be certainly interesting to see a product like this come to life one day. Never say never!”
Whilst the ‘perfect matcha tap’ may not be real, earlier this year InSinkErator did launch its on-trend Brushed Copper and Brushed Gold finish instant hot water taps in the UK. Retailers can now offer the products to their customers in the warm, elegant finishes, which boast a classic texture and pair beautifully with both contemporary and traditional interiors.
