Magazine article Marketing

Typhoo Revamp Leads Premier's Overhaul

Magazine article Marketing

Typhoo Revamp Leads Premier's Overhaul

Article excerpt

The "most radical" commercial in tea advertising is set to break next week as Premier Beverages kicks off a massive 15-brand overhaul with the relaunch of Typhoo.

The UK's third biggest tea brand after Tetley and PG Tips, Typhoo is returning to a 60s slogan - "Typhoo puts the T into Britain" - and hoping to stir national pride with "scenes from traditional British life" set to the hymn "Jerusalem".

The six-week campaign follows months of speculation over the fate of Typhoo, once the UK's biggest tea brand. The start of 1993 marked an all-time low for market share, down at just 3.1%. Heavy promotion over the summer gave a much-needed uplift to 6.6%, which has helped allay fears of supermarket delisting.

The new ad strategy comes as part of a massive marketing investment in 15 brands by Premier Beverages, including the Cadbury's drinking range, milk substitute Marvel, and herbal tea brand The London Herb & Spice Company.

Marketing director Neil Gillis says most of his 26m [pounds] annual marketing budget will be spent this autumn to support the repositionings. The move follows the installation of a new management team in March and the merging of two divisions of Hillsdown Holdings-owned Premier Brands: Premier Beverage Products and Premier Teas.

"Following the corporate reorganisation we have undertaken a fundamental review of the strategic direction for the business," says managing director Rajiv Wahi.

Some 4m [pounds] is being pumped into TV, press and promotional support for the newly-blended Typhoo.

Made from Extra Fresh Assam and High Grown Kenyan teas, the new blend has been "specially created" to suit water types across Britain. …

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