The Campaign for Generic Advertising of Tea

Keith Marshall

Campaign, first briefed in 1974, to counter the steady decline in tea-drinking, especially amongst younger age groups.
Agency: Michael Bungey DFSAuthor: Keith Marshall

The campaign for generic advertising of tea

INTRODUCTION

This paper is a case history of a campaign conducted by Michael Bungey DFS Ltd on behalf of the UK Tea Council Ltd to promote generic consumption of tea. The changing trends in consumption of such a staple ingredient of the British diet provided advertising with a potentially daunting task. Campaign evaluation is acknowledged as being a difficult research subject, particularly if that campaign is for a generic product. For it is generally more difficult to change the extent to which...

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