Tentera Coffee

Case Study

Project Overview 

Tentera Coffee was founded by 4th generation Indonesian, Michael Riady in Los Angeles. The name “Tentera” comes from the Indonesian word for soldier “tantara”. Riady says “Our mission is so that each of us in life, emulate like a soldier that protects for a good cause.” Tentera’s mission is not only to provide excellent coffee to consumers, but to make a difference in the world. Tentera is making that difference with their single-serving pour-over bags. These pour over bags replace the need for the single serving pod coffee machines that create a tremendous amount of waste that is harming the environment. Tentera wants to use coffee’s popularity to make a difference across the globe.

Michael says, “If you appreciate Earth’s nature and beauty, enjoy the outdoors or you are just wanting to appreciate some fresh air, we invite you to be a Tentera because protecting our rain-forest and wildlife are the core foundation to our lifestyle.”

The Problem 

Tentera’s goal is to share their love of Indonesian coffee while doing their part to help save the planet. Single serving pod coffee has created a large pollution issue, and Tentera wants to help. Single-serving pour over bags are slowly gaining popularity, and Tentera wants to help make their eco-conscious single serving pour-overs mainstream to replace eco-damaging pod coffees. Tentera’s single serving option is eco-friendly while boasting convenience – without having to sacrifice quality.

The Strategy 

Otter PR took a deep dive into what Tentera’s ideal customer avatar would look like. It was established that Tentera would want to work with customers who share their values. Otter Positioned Tentera Coffee as the go-to coffee for the “Eco-Conscious Adventurer”. We highlighted the light weight pour over bags as the best item to pack to replace the subpar instant coffee popularly brought on hiking trips. As the filters were biodegradable, they could be easily discarded throughout a journey. Tentera’s pour-over bags make it so coffee enthusiasts will never have to sacrifice quality for convenience.

As this campaign took place close to the holidays, Otter PR also pitched to many gift guides, and Tentera was featured in many different lists for the holiday season.

Business Impact (results) *

Otter PR Landed Tentera coffee in 19 publications over a 6-month period with 2.91M estimated views, and an audience size 3.51 Billion.

Colleen Falco

Colleen Falco

Colleen is an avid blogger who writes for a number of publications. Colleen has booked clients on multiple national TV outlets. She is also one of the top Irish dancers in the country and a professional artist.

Publicist

Colleen Falco

Colleen Falco

Colleen is an avid blogger who writes for a number of publications. Colleen has booked clients on multiple national TV outlets. She is also one of the top Irish dancers in the country and a professional artist.

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