The largest tea company in South Africa is a phenomenon of marketing

barefooted

This is an unusual scene: a wave of bicyclists in giraffe costumes is flowing along a busy street, giving out cans with drinks to surprise people.

While non-traditional marketing events like this have become a trademark of BOS, an ice trade brand that has won South African market and is currently receiving converts in the United States and Europe.

"We want to smile on your face and create such moments of joy," said CEO Dave Evans, who joined the company shortly after its launch in 2010.

Consumers and employees were tempted by the company's playful attitude and smooth branding. Other marketing projects include vending machines with Twitter support and matrimonial skateboarding parties.

Evans attributes much of the company's success to its eccentric marketing efforts, but the company also relies on a winning local ingredient.

Native to South Africa, organic BOS tea is produced from the plant rooibos (red bush). It's a "quintessence from South Africa," Evans said. The company says that tea is rich in antioxidants, increasingly conscious consumers,

The company uses boom of the world market of premium drinks, including products without alcohol. Over the past decade, traditional carbonated beverages have lost 10% of their market share, according to Evans, and a wave of competing brands, such as the British feverish tree, has grown rapidly.

With combinations of taste from lemon and peach to lime and ginger, BOS sold about 10 million units last year. "We spend in the north of 70% of the average annual growth rate since 2011," Evans said.

bos giraffe stunt
Cyclists BOS in action in Amsterdam.

The CEO believes that the next big market is the United States, which offers "tremendous growth opportunities". Only in California in December, he expects half of the firm's sales will come from the United States for three years. Tea is sold in supermarkets of retail trade with natural products.

BOS launched its first international office in Amsterdam in 2014, and now it sells frozen tea in 14 countries.

The company needs to be careful in finding its key ingredient. Rooibos plants take three years to produce their first crop.

But this did not frighten investors. For example, the former manager of Manchester United Alex Ferguson bought a 10% stake in the company.

CNNMoney (London) First published August 9, 2018: 12:00 PM ET

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