Tetley asks Australians if they are ‘Thirst Tea?’ in new Cold Infusions campaign via The Works
Tetley has launched a new range of cold infusions with an integrated campaign from The Works featuring comedian and actor Celia Pacquola asking Australians if they are ‘Thirst Tea?’
Specially created to be brewed with cold water, Tetley Cold Infusions in Strawberry & Watermelon; Raspberry & Cranberry; Orange & Peach and Mint, Lemon & Cucumber flavours, are designed to give water a refreshing twist, with research showing almost 80% of Australians are dehydrated.
Tetley Cold Infusions are targeted at consumers who find drinking water boring with the segment one of the fastest growing in the tea category.
Reversing the trend of promoting hydration using models, fitness gurus and influencers, Utopia and Rosehaven star Celia Pacquola, flips the stereotypes in a lighthearted and fun way, encouraging dehydrated Aussies to say ‘Bye bye boring H20, hello hydration’.
The campaign includes a 30 second TVC with 15 and six second cut downs along with shopper OOH, digital and social media.
Says Damian Pincus, founder and creative partner at The Works, part of RXP Group: “With a large percentage of people showing signs of dehydration during the day, we wanted to show how Tetley Cold Infusions can make water tastier. Celia Pacquola is the perfect ambassador for the range and brings an authenticity to the campaign that will resonate with our target audience.”
Says Gale McLardie, sales and marketing director, Tata Global Beverages: “We’re excited about what our new Tetley Cold Infusions can do to help Australians enjoy drinking more water.
“The ‘Thirst Tea?’ campaign, with Celia at its heart, delivers our message in a fun-loving, down-to-earth way that fits with our consumers and the Tetley brand.”
Tata Global Beverages Sales & Marketing Director: Gale McLardie
Tata Global Beverages Brand Manager: Rowena Graham
Creative Partner: Damian Pincus
Creative Director: Nathan Bilton
Creative Lead: Chris Dwyer
Creative Project Manager: Mike Richardson
Planner: Lucy Batchelor
Head of Broadcast: Alistair Pratten
Content Director: Jake Ward
Artworker: Chris Hall
Production: Palpable
Executive Producer: Hamish Roxburgh
Director: Josh Logue
Offline: Joe Morris
Grade: Ben Eagleton
Post Production: Alt VFX
Sound: Sonar
Media: Wavemaker
15 Comments
Is this blonde woman in the one-piece swimsuit being portrayed as dumb? Is this ‘inciting ridicule’ by feeding into the cliched stereotype of the ‘dumb blonde’ like in the recent Sportsbet work that was vilified? I think it might just be. I think someone should kick up a big stink.
Nah. It’s a good ad. And funny.
Take your gender studies essay somewhere else.
You’re way overthinking this. I don’t get dumb blonde. I get natural, bright & hip. Love her spontaneous laugh at the end. I guess it’s all in the eye of the beholder.
What brand is that swimsuit with the white trim and high neck? Love it!
Thirst tea is a very good property. This attempt at comic entertainment isn’t doing it any favours. The line has long term prospects if used skilfully, so they may eventually realise its full potential.
You don’t get ‘dumb blonde’ from a blonde model having to be told not to drink seawater? Suuuuuuure.
Yeah the throw away line of “not that water” may come across as portraying the model as a dumb blonde, but I just reckon they’re targeting two demographics of women (younger insta-millennials and a slightly older demo) and chucked in a funny line / moment that’s being over analysed. Let’s not overthink it. The ads have achieved a good balance between education about hydration (which must’ve been in the brief), humour, target audience and an idea around tea as a thirst quencher. I reckon they’re pretty good.
Umm… yeah helps dehydration, but loads you with the other poison… Sugar.
Water is the best.
There’s no added processed sugar and a miniscule amount of sugar from fruit in these infusions. On a scale from water to soft drink/cordial it’s much closer to water
What is the blonde actors name??
What a steaming pile of sexist crap. What were the 11 blokes who made this campaign thinking?
What is the name of the blonde girl in the ad
What is. The name of the girl. Model
@phoebeohh is one of the funniest young women around. This ad says more about her sense of comic timing than anything blonde. She’s very smart as well as beautiful and funny.
The model’s name is Phoebe O’Hanlon