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We wore Type A as a badge of honor.

Modernizing an older brand for a new audience

Millennial consumers perceived Tetley as their grandmother’s tea. So when Tetley launched new vitamin-fortified Super Teas, we knew we had to shift perceptions to appeal to a younger target.

We created a national campaign called “Not Your Average Cup of Tea”, which completely subverted the traditional expectations of tea drinkers. The breakthrough launch spot put a modern twist on the song “I’m a Little Teapot”, and reinvented tea drinkers as anything but the stereotype.

We then hosted an experiential sampling event, The Tetley Super Tea Break, that offered women the opportunity to literally smash those stereotypes. Visitors were able to smash teacups inscribed with traditionally feminine words like “dainty” or “sensitive” with a baseball bat.

We shattered expectations of what it means to be a tea drinker, and broke sales records at the same time.

+1.7 market share

34% of buyers were new to Tetley