Tetley is to launch an on-pack initiative to promote Smile Train, a charity that funds surgery for children born with cleft lips and cleft palates.
The drive – which follows a $1m (£757,000) donation by the tea brand and its owner Tata – will appear on Tetley Everyday’s 160-bag format in major multiples from September, inviting shoppers to log on to a bespoke digital platform to take the Tetley Smile Challenge.
Facial recognition software will capture how many times each viewer smiles while watching a series of ‘funny and heart-warming’ videos. Using the ‘collective play experience’ across multiple devices, Tetley aims to ‘capture’ one million smiles.
The initiative will be promoted through activity including PR and social media.
“A cup of Tetley Tea creates smiles on a daily basis and we wanted to celebrate this by partnering with a charity to create more smiles,” said brand manager Kate Diver.
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