Marketing Mix: We'll Call You - Tetley

Article excerpt

We rang Tetley to point out that while we were enjoying its latest range of flavours, its ads were a little too tasty

Tetley Hello, Tetley helpline.

Mktg My packet of Tetley says to call if I enjoyed my mug of tea, so I thought I would ring to say I really like the new flavours.

Tetley Oh, good. Any in particular?

Mktg The Earl Grey with vanilla.

Tetley Yes, it is proving popular.

Mktg I didn't enjoy your latest ad though. I must sound terribly prudish, but I was watching it with my daughter the other night and it was really embarrassing. It's raunchier than I expected and my daughter was telling me the blonde is a famous nymphomaniac.

Tetley Well, your view is absolutely fair enough. The ad is drawing on the character that Kim Cattrall plays in Sex and the City.

Mktg Do you know why she's been used in the ad?

Tetley To contrast with Auntie, the other character in it. The two characters are meant to represent speciality tea and traditional tea. But obviously part of its appeal relies on the fact that Kim Cattrall, the actress, so closely resembles her character in Sex and the City. But if you haven't seen the show, that would be lost on you.

Mktg I know some of the teas are supposed to have health benefits. Camomile is supposed to be calming. …