Lyons Tea has changed the shape of its tea bags. They used to be pyramids, now they’re square. That might not be a big thing but Lyons tea is making it one anyway – and along the way it is making the brand very hip by being very square.
The creative idea comes from creative content agency, Verve Showrunner. It’s a branded content series called Square Talk, made in collaboration with publisher, Joe.ie, and featuring Irish influencer and comedian, Michael Fry, as the host Michael Square. True to the colloquial meaning of its title, the show is a series of talks with people about their hobbies that are…let’s say, unhip or quaint – crochet, origami and juggling – and gets them to participate in a game. Crochet fan, Susan Banks is asked to Spin A Yarn; Orgiami Danny finds out if he Folds Under Pressure.
Remarkably, the interviews that are deliberately designed to be as mundane as possible are delightfully engaging.
The interviews are running on Joe.ie’s YouTube channel; cutdowns on Lyons’ new Instagram account.
