Tetley Live Teas
Unique “Redefining Resolutions” campaign raises “positivi-tea” and awareness for two new flavours of Tetley Live Tea.
Interest in the specialty tea market is growing in Canada and Tetley turned to Strategic Objectives to help introduce two new flavours to its specialty Live Tea range – Live Happy and Live Balanced. Our multi-faceted, New Year’s campaign championed mental wellbeing by using a Happiness Expert to help Canadians pivot from lofty, unattainable resolutions to simple tips on how to further their pursuit of living better.
The challenge
Capturing Attention… AGAIN
The solution
Brewing Excitement with a Happiness Expert
Our strategy was to have Tetley Live Teas usher in the new year by “Redefining Resolutions,” and pledging to help Canadian prioritize mental wellbeing. We conducted a national survey around happiness and balance as the essence of the new Tetley Live Tea flavours, to uncover Canadians’ approach to resolution–setting and wellness intentions. We partnered with Happiness Expert, Dr. Gillian Mandich, to share our original research, as well as solutions to finding happiness and balance in life, which included mini moments of pause, and appreciation with Tetley Live Teas. This differentiated Tetley in a sea of New Year’s advice from dieticians and personal trainers. We supported media relations with influencer partnerships, and a paid placement in Chatelaine Quebec.
Our “Redefining Resolutions” campaign highlighted Tetley Live Teas in a crowded space, brewed-up excitement, and surpassed all KPIs.
The results
A Cuppa Brewed-Success!
- 44 million impressions
- Our Happiness Expert, Dr. Mandich, captured attention with five broadcast segments
- Above average influencer engagement rates
- Tetley Live Teas experienced a sizeable sales lift during our campaign
Results
Does your brand need help cutting through the clutter? Are you looking for fresh thinking and modern storytelling that gets results?
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