Australian media and creative industry launches its own tea brand to improve mental health

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Australian media and creative industry launches its own tea brand to improve mental health

The Australian media and creative industry announced today the launch of a public facing social enterprise, Little Colossus. Launching with a hot and cold tea range, the product will commence distribution in Q1 2021.

 

Little Colossus will be 100% owned by the industry’s social purpose organisation, UnLtd, with proceeds directed towards improving the mental health of young Australians.

Little Colossus has commenced building a significant partner ecosystem and a Board of Directors with the skills and experiences to support the creation, marketing and distribution of consumer products. The Board is chaired by Kerry McCabe, Founder of UnLtd and CEO of AthletesVoice, and consists of high calibre experts from the media and marketing industry, as well as successful entrepreneurs and social purpose experts.

Says McCabe: “Mental fitness is the biggest concern facing young Australians today and suicide remains the biggest killer of precious young lives in this country. As evidenced by UnLtd’s success over the past 15 years, when our industry comes together behind a cause, great things happen. It’s hugely exciting that for the first time, our industry has decided to direct its power and talent towards creating and marketing consumer products, to fund programs that improve the lives and futures of young people.”

UnLtd has appointed Jenni Hayward, previously head of events at UnLtd as the general manager of Little Colossus.

Says Hayward: “Through the work we’ve done at UnLtd and in my personal life, I’ve seen first-hand the devastating impact untreated mental ill-health and suicide can have. We also know that consumers, especially the younger generation, are looking for products with purpose. We are so excited to bring consumers an easy way to make a difference and help improve the mental health of young Australians.”

The other Little Colossus directors are: Jenny Williams, CMO, ADMA; Fabio Buresti, Chief Strategy Officer, The Monkeys; Hannah Spilva, Founder, LVLY; Nic Halley, Founder, Mindbox; Kat Dunn, Board Member and former CEO, Grameen Australia; Paul Connell, CMO, Naked Wines; Ellie Rogers, Agency Director ANZ, Facebook; Michael Stephenson, Chief Sales Officer, Nine; Marlee Silva, Founder, Tiddas 4 Tiddas; Justin Graham, CEO, M&C Saatchi; Mark Britt, Co-Founder, iFlix; Carolyn Fox, Investor Relations, Pacific Equity Partners; Rachel Tikey, Commercial Director, Pedestrian and Chris Freel, CEO, UnLtd.

Little Colossus corporate partners, in addition to those represented by directors, include OMD as media agency partner, The Monkeys as creative partner, Maud as branding and design partner, One Green Bean as PR and communications partner, We Are Social as social media partner, FJORD as CX partner, Accenture Interactive as technology partner, Venture Consulting as strategy partner and Allen & Overy as legal partner.

Says Michael Stephenson, chief sales officer at Nine: “Little Colossus is an excellent example of what can be achieved when our industry comes together. Not only will we be launching an innovative new product, but our range of teas will raise funds to help improve youth mental health. It’s fantastic seeing people and companies from across our industry supporting the launch of the product and working together for the greater good.”

Says Jenny Williams, CMO at ADMA: “I’m so excited to be bringing my expertise to help launch Little Colossus to the B2C market and to help generate funds for such an important cause. As a mum, protecting the mental wellbeing of our children and young people is something that is extremely close to my heart and I’m proud to take part in something that will make a massive difference to so many young people.”

The consumer facing brand and product range will be revealed in November with product sales starting in early 2021. Companies and individuals wishing to get involved with Little Colossus should contact Jenni Hayward at jenni@unltd.org.au.