Magazine article Marketing

ADWATCH: Tetley Answers Health Sceptics with 'Pick-Me-Up' Focus

Magazine article Marketing

ADWATCH: Tetley Answers Health Sceptics with 'Pick-Me-Up' Focus

Article excerpt

The tea company has toned down its health claims with a humorous homage to its qualities, says Sam Solley.

Tetley Tea is promoting the idea that a cuppa provides the perfect preparation for any ordeal in its latest ad, which enters this week's Adwatch at number eight, with 47% recall.

The work, created by Leo Burnett, uses the line 'Ready Tetley Go' to convey the pick-me-up qualities of tea. One of a series of four executions that feature individuals facing daunting tasks, 'Pantomime' features two men who are about to take their respective places in a pantomime horse.

Prior to going on stage, the man playing the front end of the nag sits down to eat a huge curry. His equine partner braces himself for the challenge of playing the rear end by drinking a cup of Tetley.

The campaign launched in May, with media by MediaVest. 'Pantomime' and two other executions in the campaign, 'Rainbow' and 'Incey', all broke on May 12. 'Suntan', the fourth spot in the series, broke last weekend (June 21). It shows a butler drinking a cup of tea, then being summoned to the garden to apply suntan lotion to a lady who resembles Barbara Cartland.

The ads have been supported by national radio slots and a national poster campaign. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.