Tetley Green Tea

Tetley was the number one brand in the tea category, but with its brand personality firmly rooted in traditional black tea, it was neither prepared for nor positioned for the change that was sweeping the market.

Tetley Green Tea

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

September 2006–March 2008

Start of Advertising/Communication Effort:

September 2006

Base Period for Comparison:

Historical Trends

a) Introduction:

Ah, tea. A pretty sleepy category, huh? Kettles whistling. Women engaged in quiet conversation with friends. Free ceramic collectibles in every carton. Animated tea folk dancing round. And round. And round. But what if I told you that something remarkable has happened? That the tea category has been rudely awakened from its slumber and is going through a revolution of sorts?

Black tea, Tetley's core business, had a strong and loyal but aging...

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