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Tetley: Tea Wishes

The Context

The brief was to encourage a more emotional connection with tea and the brand, and feature the drawstring bags. Unlike the UK, Tetley has always lagged behind Lipton and Twinings both in spend and awareness. Furthermore, these markets are dominated by coffee drinkers.

The Work

We wanted to create a ritual around tea drinking that doesn’t exist in mainland Europe. We decided to tap into the truth that things are better shared and that tea is a catalyst to bring people together. You have to know someone well to make them a good cup of tea.

We created ‘Tetley Tea Wishes; the idea that every time you pull the drawstring of a Tetley teabag to release the flavour, you make a small wish for someone and make the last drop really count.

As well as TV across European markets we also developed heat sensitive tea cups that reveal wishes when filled with tea.

Results

Coming soon.