The new tea range includes variants such as Camomile Smile, Summer Merry Berry and Sweet Cranberry, and is now available in supermarkets. A television advertising campaign is to appear in September, preceded by a poster campaign in July.
The company hopes to tap into the growing trend for specialty teas, worth an estimated 拢73m a year compared with the traditional tea market, which is worth 拢500m.
Miles Calcraft Briginshaw Duffy was appointed to the 拢8m Tetley account in May after a two-way pitch against Campbell Doyle Dye.
Prior to the agency's appointment, the account was with Leo Burnett, which picked up the work after it merged with D'Arcy. D'Arcy had handled the brand since 1979, including the period when it dumped its iconic advertising characters the Tetley Teafolk.
Since dropping the Tetley Teafolk, the brand has become the market leader in value and volume, according to ACNielsen Scantrack, with a 27% volume share of the UK teabag market compared with PG Tips' 22.5%.
According to reports, the Tetley Teafolk are unlikely to be used in the marketing campaign for the new herbal tea range.
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