|
|
|
Tetley Canada wants to help women shake up their everyday routines with a new campaign for its Infusions water flavouring product line.
The campaign from Toronto agency John St. began last week with a TV spot that shows a women stuck in a rut at the office until she pours some Infusions into her glass of water and everything looks better. The campaign is extended online though banner ads and will be followed by Facebook “experiments” that launch July 21.
“There are all sorts of beverage options that you have when you’re at work,” said John St.’s partner and co-creative director Angus Tucker. The issue, he added, is that people seldom try them. “The biggest barrier to people trying this new product is that they are so stuck in their beverage routine that they can’t bust out of it.
“I know I do it all the time; I just walk over to Starbucks and I don’t even think about doing it until I’m there.”
Later this week, the Tetley Facebook page will show what Tucker calls “routine-breaking experiment” videos, where a simple daily routine is interrupted and the results are shown off online.
The first experiment takes place at a supermarket with shopping carts removed and replaced by male models in tuxedos carrying shopping baskets.
“All these people were going up to get a shopping cart, and — surprise — they were met by these guys,” said Tucker. “It’s kind of a nice way to break up the really boring routine of weekly shopping.”
“Most people have their established drink routines,” said Andrea Stodart, brand manager at Tetley Canada, in a release. “Since we’re pretty new to the category, we wanted to snap people out of them and into something more refreshing.”
All of the videos will be posted on Tetley’s Facebook page throughout the summer. There will eventually be a YouTube channel for the ads as well.
Media placement for the campaign was handled by MediaCom, and sampling by Fuse Marketing Group.
