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
Executive Producer: Hamish Roxburgh
Director: Josh Logue
Offline: Joe Morris
Grade: Ben Eagleton
Post Production: Alt VFX