The latest work, by Leo Burnett, will initially comprise three executions that use humour to convey the 'pick me up' qualities inherent in tea and show that a cuppa can prepare you for the toughest challenges. One shows an actor preparing to take his position at the rear of a pantomime horse, having just seen his colleague at the head of the horse eat a hot curry.
Commercial director Nigel Holland said the campaign aims to project the message that Tetley gives you a 'can-do' attitude and "helps you live life to the full".
Tetley fell foul of the Independent Television Commission and the Advertising Standards Authority last year after running ads that implied that drinking tea would help consumers live longer and had proven health benefits.
He said the positioning had been a success despite the watchdogs' rulings.
Since it ditched the long-running Tetley Tea Folk last year, the brand has become market leader by both value and volume. According to ACNielsen Scantrack, Tetley has 27% volume share of the UK teabag market, compared with PG Tips' 22.5%.
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