Barry's Tea: Give it time to brew: How Ireland's longest-running brand idea helped Barry's Tea to ride out the recession
Agencies: Irish International and OMD
Introduction & Background
Source: Behaviour & Attitudes, Barry's Tea Advertising Research. October 2008.
In 2008, the Irish tea category was built around two pillar brands - Barry's Tea and Unilever-owned competitor, Lyon's - with any market developments largely occurring on the periphery1.
The tea category was stable and mature, with an average of 5.2 cups of tea drunk per day2. Ireland really is a tea-drinking nation.
As such, the category was...