Gentle. Unassuming. Unexciting. No longer. Cummins&Partners Melbourne has given tea an adventurous aura.

While coffee has a sensuality around its taste and smell and an appeal around its sociability, premium tea brand, T2, has been given something much more sexy by C&P – the power to make you feel.

The campaign is Cummins&Partners’ first for T2 since being appointed to lead the brand’s global creative in June. And T2’s first major campaign ever. It is running across TV, digital and social.

“We are thrilled to launch our first ever TV campaign together with C&P. The campaign is a perfect representation of our brand and what we stand for and we have already had incredibly positive feedback from T2 fans,” stated Jane Hoban, global director marketing at T2.

“We love tea and all the different ways it makes us feel. At T2 we take it one step further, multiplying every tea moment into something a little out of the ordinary.”

“Drinking tea is a very personal experience,” added Cummins&Partners founder, Sean Cummins, “but currently people aren’t taking 3 minutes out of their day to brew a cup of loose leaf. By positioning T2 as a product that helps to amplify these moments or feelings, we are giving people an excuse and reason to take that little bit of extra time for themselves.”