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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here