Tetley Tea Australia has released a collection of uncomfortable cups. Each handcrafted ceramic mug is unique, like the individuals they represent, with tactile features that simulate what some breast cancer symptoms might feel or look like in real life.

The idea comes from creative agency, Showpony, created for Tetley Tea Australia and Breast Cancer Network Australia (BCNA). The Uncomfortable Cup campaign isdesigned to raise awareness of breast cancer and the importance of early detection. To coincide with Breast Cancer Awareness Month this October, the initiative invites Australians to engage in an important conversation, over a humble cup of tea.

Breast cancer is the most commonly diagnosed cancer among Australian women and is on the rise in men (and women). Currently, 58 people are diagnosed with breast cancer every day in Australia. (Breast Cancer Trials, 2025). Breast cancer remains an uncomfortable conversation. The campaign aims to make it an open conversation that prompts self-examination.

“We know conversations about breast cancer can feel awkward or even scary,” stated Divya Shrivastava, head of marketing & innovation at Tetley ANZ. “With the creation of The Uncomfortable Cup, our honest effort is to bring this issue to the table, literally, with empathy, insight, and purpose.”

The campaign is running Australia-wide across out-of-home, social media and digital, supported by a dedicated website.

“We wanted to create something tactile and thoughtful – a simple cup that makes a powerful statement,” commented Nic Maumill, creative director at Showpony. “We are really proud to partner with legacy brand Tetley and Breast Cancer Network Australia on such an important cause, and there’s no better moment to talk than over tea, and no better time than now.”

Breast Cancer Network Australia’s director of brand, engagement and income, Rachel Carr, added, “The Uncomfortable Cup is a much-needed conversation starter about early detection.

“It’s also about knowing how to support people who have experienced, or are currently experiencing, breast cancer. Some people affected by breast cancer say that conversations about the disease and treatment effects with family and friends can sometimes make their experience harder, more awkward and uncomfortable. We hope The Uncomfortable Cup gets people talking about breast cancer more openly to make the subject far less uncomfortable for everyone.”

Credits:
Client: Tata Consumer Products [Tetley Tea]
Head of Marketing & Innovation ANZ: Divya Shrivastava
Brand Manager: Nidhi Mehta

Client: Breast Cancer Network Australia
Senior Relationships Manager: Marina Dowling
Corporate Partnerships Manager: Sue Clohesy

Agency: Showpony
Group Creative Director: Parris Mesidis
Creative Director: Nic Maumill
Senior Art Director: Nate Moore
Senior Copywriter: Jermaine Rowe
Art Director: Oscar Riley
Animator: Felipe Carrasco
General Manager: Matthew Basso
Account Director: Aaron Westwood
Account Manager: Macey Wood
Social Media Manager: Che Kudagamage