Tetley Infusions

Tetley Infusions, a single-serve iced-tea drink mix, launched in the Canadian market in 2009 but failed to make a sustainable impression in a market totally dominated by the powder-based Crystal Light.

Tetley Infusions

john st.

Section I — Basic information

Business Results Period (Consecutive Months):October 2009 - September 2010
Start of Advertising/Communication Effort:May 31 2010
Base Period as a Benchmark:October 2008 - September 2009

Section II — Situation analysis

a) Overall Assessment

Tetley has launched many new products over the last decade: Green tea, Red Tea, and numerous new herbal varieties, but Tetley Infusions was something different altogether.

For one, it wasn't a hot tea. Infusions are a single serve tea-based drink mix that you add to water. And secondly, it was going up against a Goliath called...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands