The Tetley Tea Folk merchandise range will not be discontinued
despite the characters' suspension from the current £15million
campaign.
According to Nigel Holland, marketing and development director at Tetley
Tea, the Wade Ceramics characters "remain very much a part of the Tetley
merchandise range". Since their last outing, the brand has focused on
health-related pushes, added Adrian Sandy, the brand's marketing
manager.
The Tetley push, through ad agency D'Arcy, focuses on the health
benefits of tea with real people and the new strap line "You are the
champions and this is your cup".
Sandy said SP activity for the coming year was still being finalised but
was likely to support the new positioning on-pack.
Sandy added that on- or in-pack premiums had not been used for some
time.
"We used a collector mechanic in our sports equipment for schools push
two years ago, we linked with the British Heart Foundation on-pack for
donations last year, and we're currently running a self-liquidating push
on-pack for the Healthy Cook Book."
Tetley competitor PG Tips, which claims to be number one in a market
worth £554million a year, has also put its brand mascots, the PG
Chimps, on the back burner in favour of the Aardman created T-Birds.
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