Tetley has heralded the launch of its “most ambitious campaign for a decade”.
The £5.5m campaign – called ‘Britain’s tea’ – was “packed with emotion and humour” and would “generate a new wave of love” for the brand, said Tetley.
“We’re taking Tetley back to where it’s strongest and bringing back the indefinable emotion and care that comes with making and sharing a cup of Tetley,” said Mathew Bird, marketing director at Tetley owner Tata Consumer Products.
The four-part series was masterminded by creative agency Pablo and has rolled out on UK screens from this week.
It was “built from the insight that there’s a deeper emotional meaning behind tea”, and would position the Tetley brand as a “ubiquitous mechanism for showing care”, said the supplier.
In one video, a married couple use tea to lift the mood after an awkward foray into salsa dancing.
Another sees a nervous student use tea to help him pluck up the courage to initiate a conversation with a romantic interest.
“Tetley is Britain’s tea,” said Bird, “It feels good to be taking Tetley to its natural place of strength, with a good cup of tea in your hands it doesn’t take a lot to make a difference to someone’s day and we’ll be supporting this theme with our customers.”
The push comes with sales of Tetley having grown by 13.2% to £113.8m [NIQ 52 w/e 7 September 2024]. Volumes are up a more modest 1.7%.
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