A new direction for Tetley in the UK, with a new agency. Pablo makes Tetley synonymous with tea – embedding Tetley in the British way of life, a role that tea has always had. The campaign taps into the emotional language of tea. It’s used to show care and say things that the British are not always comfortable expressing in words. Tetley is staking its claim as Britain’s tea.
It’s a bold positioning but The Tata Consumer Products brand has the highest household penetration of any tea brand in Britain. Tetley is present in more people’s homes, more people’s conversations and more people’s lives than other brand of tea. The campaign’s series of vignettes of British life show what it means to be Britain’s tea. The commercials are very relatable and very human, with a tug that goes straight to the heart.
The commercials were directed by Tom Speers with production by Smuggler.
The new campaign says goodbye to the quirky humour of Now We’re Talking, with its talking animal characters, including 2024 newbies, Dave the Dog and Ella the Cat, and is running on TV in Britain throughout the year.
Credits:
Client: Tata Consumer Products [Tetley]
Marketing Director: Mat Bird
Senior Consultant: Phil Chapman
Senior Brand Manager: James Parton
Creative Agency: Pablo London
CEO: Gareth Mercer
Executive Creative Director: Dan Watts
Creative Directors: Tom Woodington, Robin Temple.
Creatives: Adam Reincke, Tom Woodington, Robin Temple.
Chief Strategy Officer: Mark Sng
Planning Director: Summer Taylor
Client Partner: Eve Bui
Senior Account Director: Dom Kocur
Account Manager: Suzanne Stewart
Project Managers: Emily Rutledge, Kelly Watts
Head of Operations: Ben Mascari
Agency Producer: Rebecca Forrester
Production Company: Smuggler
Director: Tom Speers
Managing Directors: Fergus Brown & Lucy Kelly
Producer: Daisy Mostyn
Production Manager: Ellie Sanders Wright
Production Assistant: Kamran Marzban
Editing: Tenthree
Producer: Sophie Honour
Editor: Eve Ashwell
Assistant Editor: Jules Bayer-Crier
VFX: Magic Numbers
VFX Supervisor: Fasa Oyibo
VFX Producer: Anandi Peiris
Grade: Harbour
Colourist: Toby Tomkins
Producer: Hannah Jarrold
Colour Assists: Mara Ciorba & Sophie Sugrue
Sound Post Production: Sine
Producer: Beth Toblins
Sound Engineer: Phil Bolland
