In recent weeks, social networks like TikTok or Twitter were wrapped in thousands of messages with the same caption: “What is matcha?”. And with the boom in this drink, it’s strange that … a cafe no longer offers this tea.
For those who don’t know what matchait’s a green tea powder very good from Japan. These ground tea leaves are mixed with milk, whether hazelnut, coconut or regular. Once heated, this milk takes on a greenish color, and accompanied by milk cream, it takes on a bitter and intense flavor.
With this, many have taken this relaxing drink for breakfast, however, for others It’s nothing more than “drinking weed.” From this division of opinion, “What is matcha?” appeared on social networks, a viral trend in the form of mockery of this trendy drink.
What does this trend consist of?
This meme begins with a first photo on which the famous phrase can be read large. followed by different photos of beers. Each photo is from a different moment, beers in a bar, with friends, watching a sunset on the beach or before a football match.
In this way, each image gives an answer to the sentence “What is matcha?”which implies that where there is a good cold beer, in good company, that matcha and the rest of the fads should be removed.
Collaboration between Cruzcampo and Esenzia
Taking advantage of the success it has experienced on social networks and the joke caused by the latest publication of the leading beer brand in Andalusia, Cruzcampo partners with youth clothing brand Esenzia to create a series of t-shirts based on “What is matcha?”
As they explain through their social networks, the two brands wanted to push the phrases of their loyal consumers further to create different models of t-shirts. The collection is composed for four different models retaining Esenzia’s characteristic oversized cut. These t-shirts are directly inspired by the identity of the beer, as well red, white and beige their colors just as they are the main tones of the Cruzcampo logo.
However, what stands out the most from the t-shirts are the details in printing and sentences that you use. The silhouette of the beer man and the legendary glasses are some of the iconic Cruzcampo elements found on the back of the t-shirt. As for the sentences, they are comments made by his followers and are distinguished by the important play on words used around matcha. “What is matcha”, “we want matcha, matcha”, “come this penultimate matcha”, “when you order one, there is no matcha behind it” or “match a beer” are the expressions used during this campaign.
T-shirt gift
Currently these t-shirts are not for sale, however, anyone who wishes can participate in a active gift to get one of these viral t-shirts. To do this, all they need to do is follow Esenzia and Cruzcampo on Instagram And comment on the post “who would you drink this matchita with that drives you crazy.”
In this way, the two Sevillian brands have united in an ingenious way to give the Sevillian touch and humor to a trend that is revolutionizing social networks.
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