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New Clipper campaign celebrates ‘Generation Tea’, for people who love tea and care about the planet

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The Drum Network article

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October 22, 2020 | 4 min read

Put the kettle on because Clipper Tea has launched ‘Generation Tea’, the brand’s biggest marketing investment to date.

Clipper Tea launches its biggest marketing campaign in honour of Gen Tea.

Clipper Tea launches its biggest marketing campaign in honour of Gen Tea.

The aim of the initiative is to celebrate the emerging generation of tea lovers who care about what they put into their bodies and the impact this has on the world around them. In short, Clipper’s ‘Generation Tea‘ campaign proudly shines a light on those who like great tea but who care about the planet too.

The playful and vibrant campaign creative, which launched on VOD across Sky Hub, 4OD and ITV, asks consumers: ‘Does climate change make you boil? Do you have more mugs than shoes? And is Friday night camomile night?’ [Note to reader: if you’re nodding along thinking ‘yes’, then welcome to ’Generation Tea’...]

The VOD, which will also run across Clipper’s social channels, is live until mid-November and articulates Clipper’s commitment to all that’s fair, natural and delicious. After all, Clipper has been pioneering ‘tea drinking with a conscience’ since day one. It was founded on love of great tea with a promise of ethical sourcing and natural production, and became the UK’s first Fairtrade tea company.

Now, 25 years later, Clipper is the world’s largest buyer of Fairtrade tea, supporting over 114,000 producers and their families around the globe. It is also the world’s first tea company to switch to plant-based, biodegradable, non-GM and unbleached tea bags.

And like the heroes of its new campaign, ’Generation Tea’, Clipper stands for doing the right thing ethically and sustainably, and does so without losing its grasp on the modern world – or its sense of humour.

Charlea Price, senior brand manager at Clipper, says; “Over the years, we’ve noticed an emerging consumer who is closely aligned with Clipper’s values and sensibilities. We’ve named them ’Generation Tea’ and, through the new campaign, we’re putting out a call to action for tea lovers who want a great tasting cuppa that’s been ethically produced to come and join the generation.

”People who belong to ’Gen Tea’ aren’t defined by the year they were born. Instead, they are defined by their commitment to be better, to support brands doing the right thing and to always keep their cup half-full.”

The creative was developed and produced by Pablo London and supported with media from Wavemaker. In addition, Finn Communications is supporting the campaign across owned social channels.

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