Tetley relaunch axes 1822 ads

Carlsberg-Tetley’s bitter brand Tetley is dropping its 1822 advertising campaign for a new ad push to promote its relaunched Tetley Draught in cans.

At the same time, Tetley has been delisted by southern-based supermarket chain Budgens, which is stocking rival Greene King IPA instead.

Tetley Draught has been relaunched following a recall of the product in May when a drinker swallowed a piece of the widget used in the can. The relaunched can uses a widget developed by Guinness.

One industry source says: “Tetley has to move away from any relationship with the old product. It has lost its place in the queue for ales at supermarkets, and one wonders whether it is going to be a massive struggle to get back to where it was before.”

A new campaign by Saatchi & Saatchi, breaking this month, will try to promote the brand’s sales in supermarkets and off-licences, particularly in the South.

The 1822 campaign for Tetley was launched in October 1994 and has had two bursts of television advertising. It promotes the tradition and heritage of the brand.

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