Project Overview
Tentera Coffee was founded by Michael Riady, a fourth-generation Indonesian immigrant, in Los Angeles. The name “Tentera” comes from the Indonesian word for soldier: “tantara”.
“Our mission is so that each of us in life, emulate like a soldier that protects for a good cause,” Riady says. 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 its single-serving pour-over bags. These pour-over bags replace the need for the single-serving pod coffee machines which create a tremendous amount of waste and continue harming the environment. Tentera wants to use coffee’s popularity to make a difference across the globe.
Riady says, “If you appreciate Earth’s nature and beauty, enjoy the outdoors, or are just wanting to appreciate some fresh air, we invite you to be a Tentera because protecting our rainforest and wildlife is the core foundation of 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 coffee pods have 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, and it was quickly established that Tentera would want to work with customers who share their values. We positioned Tentera Coffee as the go-to coffee for the “Eco-Conscious Adventurer”. We highlighted the lightweight 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 the 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 estimated online audience size of 3.5 Billion.
