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Tetley Canada is showing Canadians that its new red tea brand is out of Africa, with a national campaign from John St.
Tetley Red tea is naturally caffeine free and made from a plant grown in the foothills of South Africa’s Cederberg Mountains.
“While green and black [teas] contain caffeine and have Asian and Indian origins, red is different,” explained Michelle Faris, director of marketing for Tetley Canada, in a release.
A 30-second TV commercial, full-page magazine ad and the website TetleyRed.ca, support the launch.
The campaign uses what Angus Tucker, co-creative director at John St., called “classic African iconography” emerging from a steeping Tetley Red teabag.
“We wanted to imply that this tea was coming from a place that is normally not thought of at all when it comes to tea,” Tucker said.
The print ad shows a closeup of a clear teacup filled with water. While the tea bag floats at the top, the tea steeps out to form two elephants. The tag line “Tetley Red Tea from Africa. Unique as its birthplace” appears at the top of the ad.
The TV spot starts with steaming water falling from a tea pot, hitting the tea bag and releasing the deep red tea—which forms the shapes of elephants, village huts and Victoria Falls, while African tribal music plays in the background.
The spot ends with a shot of a transparent teacup, the Tetley Red Tea box, and the tag line.
John St. chose a German company, Sehsucht, to produce the commercial.
“It’s a fairly technical job, but we didn’t want it to feel like that,” said Tucker. “We wanted it to feel fluid, and pretty and romantic, and these were the guys that seemed the best equipped to handle it.”
Consumers can access the tea’s history, health benefits and other characteristics by scrolling across a virtual African rock wall at TetleyRed.ca.
The campaign launched earlier this month and will run into the spring. The Media Company handled the buy.
