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Brand Strategy Tata Marketing

Tetley Tea wants to turn young non-alcohol drinkers into tea lovers


By Danielle Long, Acting APAC Editor

December 18, 2022 | 3 min read

Tetley Tea wants to attract a new generation of health and environmentally-conscious consumers to help grow its brand in Australia and New Zealand.

Tetley Tea

Tetley Tea will target non-alcohol drinkers in a bid to grow the brand's market share

Divya Shrivastava, head of marketing for ANZ at Tetley Tea, told The Drum the brand would target younger audiences seeking non-alcoholic beverages as part of a new strategy to grow its share of Australia’s $1.2bn tea market.

“The tea market is in a state of transition in Australia as we see an emphasis on sustainability and premiumisation which aims to target a new generation of consumers,” says Shrivastava.

“Studies show that Australians are drinking less alcohol, and going booze-free is popular amongst younger generations. This change in the consumption behaviour will add to the growth of tea amongst other non-alcoholic drinks.

“Our target audience is anyone who loves a good cuppa. Tetley Tea is like non-alcoholic prosecco - it opens minds and gets us to spill the beans. Our objective is to target the younger audience who are looking for non- alcoholic substitute and the healthy way to connect. We call them “The Rejuvenators”.”

Last week Tetley appointed 303 MullenLowe as its lead integrated communications partner. 303 MullenLowe will oversee the brand’s strategy, creative, communication planning, social, production, brand identity and digital for Tetley Tea in Australia and New Zealand.

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303 MullenLowe will work with Tetley on a brand rejuvenation and new marketing push that aims to “refresh Tetley Tea’s market position and reach new audiences.”

303 MullenLowe managing director Joanna Gray says, “While it has a long heritage, innovations, inventions, and ideas form the core of Tetley Tea’s brand. It’s no surprise that they are open to taking a new approach to making tea attractive to a younger audience segment while not alienating the strong and loyal existing customer base.”

Australia’s tea market is dominated by black tea sales, followed by fruit and herbal teas and green teas.

Tetley Tea is a British icon with a heritage of more than 180 years and is the second-largest tea brand globally. Tetley is owned by global beverage giant Tata Consumer Products.

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