'I Pick the Round': How a New Product Format and a Change in Advertising Strategy Shook Up the Tea Market

The launch of round teabags and rejuvenation of the Tetley Tea-folk campaign. The problems facing Tetley in 1989 are fully described: conservatism of the (declining) tea market; dominance of PG Tips, the brand leader, especially in the South, where Tetley unable to make headway: reasons for this are discussed.
Agency: D'Arcy Macmanus Benton & BowlesAuthor: Hilary Boszko

'I Pick the Round': How a New Product Format and a Change in Advertising Strategy Shook Up the Tea Market

In three sentences…

  • In a market not susceptible to change, profound changes were happening.
  • The number-one brand, previously dominant, was being challenged for market leadership by the long-term number two, in a new format.
  • Advertising played an indispensable part in this ...

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