Tetley says ‘ta-ta’ to Tea Folk

Tetley is set to move away from using its Tea Folk ambassadors as it looks to modernise the brand and make it appeal to more people.

Tetley

The tea brand, owned by Tata Global Beverages, brought back the cartoon Tea Folk to its advertising after a decade of absence in 2010. It is not yet clear whether their role will be scrapped altogether, although it has been confirmed they will become less of a focal point in upcoming marketing campaigns.

Tetley, along with its creative agency Dare, is currently preparing a multimedia marketing campaign to launch later this summer with the new strapline “Make time. Make Tetley” – an evolution from the current “That’s better. That’s Tetley” line. The strapline is already present in an ongoing radio campaign but activity is thought to be ramped up in the coming months.

Adrian Mooney, vice president of marketing at Tata Global Beverages, says: “This evolving of our brand message is just one step forward in how to better differentiate Tetley – helping ensure we remain front of mind and continue to build upon our success.”

Earlier this year the UK Tea Council, the independent body that promotes tea, brought on board Threepipe as its PR agency in a bid to make the drink a cooler option for young people by initiating fashion partnerships.

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