Tetley promotes international marketer

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.


Ex-Whitbread chief takes on Pitcher & Piano task

Marketing Week

Mike Dowell, ex-marketing director of the Whitbread Beer Company and ex-managing director of Whitbread’s Costa coffee bars, has been appointed managing director of Wolverhampton & Dudley Brewery’s (W&DB) Pitcher & Piano chain, with a brief to shake up the brand. Derek Andrew, managing director of W&DB’s managed pubs division, Pathfinder Pubs, says: “Mike will join […]

I joined the BMF to see the sea…

Marketing Week

The picture on the right shows the marketing team of the British Marine Federation, out on a bonding exercise on the BT Global Challenge boat with marketing director James Gower. The Diary would love to tell you there’s a funny story attached to this picture, but there isn’t. However, you might like to see it, […]

Please let’s not take the biscuit

Marketing Week

The recent Factfile on the state of the biscuit market (MW May 16) highlighted the impact of both promotions and range extensions in stimulating real value growth in one of the largest grocery market. Both are tools that are the province of larger, established brands – of which there are many – in a market […]


    Leave a comment