Nigel Holland, the marketing chief who axed the Tetley Tea Folk after 28 years (MW August 2, 2001), has been promoted to commercial director at Tetley.
Holland, who is promoted from international marketing and development director, replaces Andrew Glen, who left the company earlier this year. Holland’s position will be filled by Nick Kilby, Tetley’s general manager for France. The changes take effect from July 1.
Over the last year, Tetley has sought to reposition itself as a “healthy” brand. Last July, it signed an on-pack deal with the British Heart Foundation, which has brought in &£200,000 for the charity. In February, the company launched the first advertising campaign since dropping its iconic Tea Folk. The &£15m campaign featured the voice of actor Ewan McGregor reciting a poem over a series of “feel-good” situations. The ads were created by D’Arcy, which had to repitch last year for the relaunch work (MW January 31).
AC Nielsen figures for the year to March show that Tetley is the brand leader by volume, with a 25.5 per cent market share ahead of Unilever Bestfoods’ PG Tips, which has 23.3 per cent. Over the same period, the brand grew by 7.7 per cent compared to PG Tips’ 6.9 per cent.