Solving the World’s Problems One Cuppa at a Time
Reconnecting with the British public by embracing tea’s role as the ultimate problem-solver, with humor and heart.
The Business Challenge
Tetley faced declining relevance in a fiercely competitive tea market dominated by rivals like PG Tips and Yorkshire Tea.
Once a beloved staple of British tea culture, Tetley was losing its foothold in the market as competitors modernised and captured the hearts of a new generation of tea drinkers. The brand needed to rekindle its emotional connection with the British public and remind them why Tetley had always been their trusted choice for comfort, solutions, and social moments over a cup of tea.
The Diagnosis
Tetley needed to revitalise its identity and resonate with the timeless British sentiment that tea is the answer to all life’s challenges.
Our analysis revealed that Tetley’s brand had become stagnant, lacking the creativity and cultural resonance to compete in the modern tea market. However, tea remains deeply embedded in British culture as the ultimate crutch for life’s ups and downs. By leaning into this universal truth, Tetley could reassert its role as the comforting, problem-solving brand that has always been there for its customers—no matter how big or small the challenge.
The Solution
We tapped into the idea that “tea solves everything,” creating humorous TV ads, charming Teafolk idents, and revitalised campaigns that reconnected Tetley with its audience.
To bring Tetley back into the hearts of British tea lovers, we launched a campaign centred around the idea that “there’s not much a cup of tea can’t solve.” From alien invasions to medieval castle storms, our humorous TV ads showcased tea’s role as the ultimate problem-solver. We also revitalised Tetley’s iconic Teafolk with charming idents that added warmth and nostalgia to the brand, while delivering a fresh and modern twist. Out-of-home and press campaigns further reinforced Tetley’s comforting and universal appeal. This multi-channel approach blended humor, tradition, and cultural relevance to reestablish Tetley as the go-to tea for life’s moments—both big and small.
The Results
Top 20% audience engagement
Tetley’s TV ads resonated strongly, elevating engagement metrics.
50% performance boost
Teafolk idents saw a 50% increase in effectiveness.
Record ROI
Out-of-home and press campaigns delivered the highest ROI in years.
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