Adrian Mooney, EMEA VP, Marketing, Tata Global Beverages says, “We’ve undertaken a comprehensive root and branch audit of Tetley over the past 9 months.
We discovered that Tetley’s equities are based around sociability, caring and sharing which is a big contrast to the other tea brands who all tend to focus on the inward and solitary feeling of how tea can make you generically “feel better.”
Tetley has announced that it is investing £10 million in its biggest marketing programme for ten years that seeks to modernise the brand and make it more appealing to a younger tea drinking audience.
The essence of Tetley’s new brand repositioning strategy is articulated in the strap line, “Make Time, Make Tetley” which promotes the importance of people spending quality time together, face to face, with their closest friends and family over a cup of Tetley tea.
The marketing communications campaign will include a new TV advertising campaign launching on August 13th 2012 and is supplemented by a range of other media communications developed by Mediavest, including a brand new ‘Ad Pause’ digital advertising format on Channel 4’s 4oD player.
These include sponsorship of Channel 5 family movies featuring a new selection of idents highlighting the new brand positioning, an ongoing radio promotional campaign with Heart FM, digital advertising, sampling activity and social media support.
The new TV ads developed by Dare, due to air in August, will see the traditional Tea Folk animation style give way to a new, more modern format. The ads have been developed to appeal to a younger audience and reflect the pressures we face in finding the opportunity to spend quality time with our closest friends and family.
The first ad in the new campaign 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 types of clichéd responses she’d get from her social media network, receiving comments from those ‘”friends” she can barely remember. She then realises, thanks to Tetley, that she’d much rather share her news, face to face, over a cuppa with her best mates. The ad concludes with the real friends enjoying their tea and friendly banter.
In store, the Tea Folk will play a more central role in communicating the new positioning in a radical, highly visible new pack design which will roll out across the whole Tetley range from mid-July. In the designs, Gaffer and the other Tea Folk have been given a more contemporary makeover, whilst still retaining their warmth and charm, and are featured offering cups of tea for consumers to share.
In a first for Tetley, the packs also feature a QR code, which if scanned by a smartphone, will provide consumers with bespoke product content about the sourcing and blending journey that their tea has gone through before it arrived in the packs.
In addition to this ATL activity and pack re-design, Tetley’s vast facebook community will be engaged to communicate the new brand positioning. Emanate is implementing the supporting PR programme with the creation of a Tetley Tea Table Book. This commemorates the brands 175th anniversary with a collection of stories of British people’s most cherished memories shared over a cup of tea. The book, which will be published in October, includes a host of celebrity, media and British people’s stories and is being developed in partnership with children’s cancer charity, CLIC Sargent.
Adrian Mooney, EMEA VP, Marketing, Tata Global Beverages says, “We’ve undertaken a comprehensive root and branch audit of Tetley over the past 9 months. We discovered that Tetley’s equities are based around sociability, caring and sharing which is a big contrast to the other tea brands who all tend to focus on the inward and solitary feeling of how tea can make you generically “feel better.” We are making a significant investment in simply playing back Tetley Tea as the brand of choice for people who want to ensure they’re spending quality time with their close and loved ones.
And of course, something that all tea lovers can tell you is that a measure of these close relationships is that if you know someone well, you don’t have to ask how they want their tea! Our ad brings this up to date, focusing 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.”