Tetley Tea is promoting the idea that a cuppa provides the perfect preparation for any ordeal in its latest ad, which enters this week's Adwatch at number eight, with 47% recall.
The work, created by Leo Burnett, uses the line 'Ready Tetley Go' to convey the pick-me-up qualities of tea. One of a series of four executions that feature individuals facing daunting tasks, 'Pantomime' features two men who are about to take their respective places in a pantomime horse.
Prior to going on stage, the man playing the front end of the nag sits down to eat a huge curry. His equine partner braces himself for the challenge of playing the rear end by drinking a cup of Tetley.
The campaign launched in May, with media by MediaVest. 'Pantomime' and two other executions in the campaign, 'Rainbow' and 'Incey', all broke on May 12. 'Suntan', the fourth spot in the series, broke last weekend (June 21). It shows a butler drinking a cup of tea, then being summoned to the garden to apply suntan lotion to a lady who resembles Barbara Cartland.
The ads have been supported by national radio slots and a national poster campaign.
The current creative follows a controversial campaign that used the tagline 'Go on live a lot' to extol the health benefits of drinking tea.
'Go on live a lot' was given its debut after Tetley decided to pension off its much-loved tea folk characters after 28 years.
The work was introduced in February 2002, but ditched in October, when its implication that tea could enhance life expectancy was called into question. Both the Advertising Standards Authority and the Independent Television Commission ruled that there was insufficient evidence to justify Tetley's claims that 'Tetley tea is rich in antioxidants that can help keep your heart healthy'.
John Harrison, communications director at Leo Burnett, says: "Tetley wanted to stand up for tea. 'Ready Tetley Go' has the same positioning as the last campaign, it just doesn't talk overtly about health issues. The ads show a truth behind how consumers use the product and the role tea plays in people's lives. Humour is an important part of the Tetley brand."
Tetley has shown strong growth since a relaunch last year and is the volume and value brand leader with shares of 26.8% and 25.5% respectively, according to Nielsen MAT.
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