The variants, which are packaged in canisters, range from English Breakfast tea to herbal and flavoured infusions such as Rooibos & Vanilla and Sweet Cranberry, and were designed to appeal to younger consumers.
Sales promotion agency Liquid Communications has been appointed to develop on-pack and point-of-sale initiatives.
Point-of-sale work will include sampling in retailers around the country, while on-pack advertising will promote competitions and prize draws giving away luxury holidays to Sri Lanka.
The below-the-line activity will be supported by a £5m integrated campaign, which will include TV advertising, at the end of the year. Tetley is already running an outdoor poster campaign to promote the variants.
Created by advertising agency Miles Calcraft Briginshaw Duffy, the campaign marks the first work it has done for Tetley since winning its £8m advertising account in May. MCBD fought off Campbell Doyle Dye for the work; the incumbent, Leo Burnett, did not repitch.
Tetley has struggled with its advertising strategy in recent years. However, since dumping the famous Tetley Teafolk in 2002, the brand has experienced a reversal in fortunes and retained its market leadership.
According to ACNielsen Scantrack, it now has a 27% volume share of the UK teabag market, ahead of PG Tips' 22.5%.
Last year the tea giant launched a magazine, Ready, Tetley, Go, in an attempt to establish better links with its customers. Developed by EHS Brann, it has been sent to more than 260,000 UK consumers.
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