Magazine article Marketing

Just Lewis's Cup of Tea

Magazine article Marketing

Just Lewis's Cup of Tea

Article excerpt

Just Lewis's cup of tea

To say that Illtyd Lewis, executive director of the Tea Council since 1982, likes his work would be a gross understatement.

For the man busy plotting the Tea Council's first generic ad campaign is something of a fanatic when it comes to defending the honour of his product. When asked, for example, whether another "Tea, Best Drink of the Day" campaign can possibly reverse the steady decline this beverage has seen in the past 20 years or so, Lewis rears up with indignation.

He tells you very sternly that tea sales over the past two or three years have remained "virtually static", and that coffee has in fact fared worse in the same period. Taking into account the murderous competition presented by the soft drink companies, Lewis, an erstwhile employee of Unilever and Allied-Lyons and some-time marketing manager of Smedley BP Foods, is very proud of the way tea still accounts for 44% of all fluids drunk by the average person in a day. After all, notes Lewis, "everyone is competing for a share of a finite market - a share of throat."

Indeed, the fact that the mythical average person still downs 3. …

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