In its biggest marketing programme for ten years Tetley has announced that its investing £10 million as it seeks to modernise the brand and make it more appealing to a younger tea drinking audience.
The new “Make Time, Make Tetley” strapline aims to articulate the brand’s repositioning strategy. A new TV advertisement campaign will launch across major channels on 13 August. Developed by Dare, the traditional Tetley Tea Folk animation gives way to a more modern format.
The first ad features a girl about to update her social media page with a post that she’s got her dream job. Before posting, she imagines the responses the post will get from online “friends”, she then realises she’d much rather share the news face-to-face with her real friends over a cup of Tetley, with the ad finishing on the friends enjoying their tea and a chat.
In addition, to the TV ads, a range of other media communications, developed by Mediavest, will also be in place. This includes a brand new ‘Ad Pause’ digital advertising format on Channel 4’s 4oD player, with Tetley being the first brand to use this new ad platform. Tetley will also sponsor Channel 5’s family movies in a selection of idents, and there will be on-going radio promotion on Heart FM, digital advertising, sampling activity, and social media support.
In store, the Tetley Tea Folk will play a more central with a new packaging design rolling out across the whole Tetley range. In the designs, Gaffer and the other Tea Folk have been given a more contemporary makeover. In a first for the brand, packs will also feature a QR code, which when scanned will provide bespoke product content about the sourcing and blending journey of the tea.
Tetley will also utilise its Facebook community to communicate the new brand positioning, with Emanate implementing the supporting PR programme with the creation of a Tetley Tea Table Book.
“Something that all tea lovers can tell you is that a measure of close relationships is that if you know someone well, you don’t have to ask how they want their tea!” Commented Adrian Mooney, EMEA VP of marketing at Tata Global Beverages, adding: “Our ad focuses on the peculiarity that in this modern age, some of the technology and social networks that can make us feel as though we are in constant contact with our friends, can actually reduce our face to face time with them.
“Our record breaking investment in "Make time, Make Tetley" shows confidence in our call for spending quality time and having a bit of banter together.”