Tetley tea folk in comeback

Tetley's animated "tea folk" are poised to make a return to its advertising after a nine-year absence.

Tetley: brings back the tea folk
Tetley: brings back the tea folk

A campaign created by MCBD  will be spearheaded by a "nostalgic" TV ad for the tea brand, which has lost market share in recent years to Unilever's PG Tips.

The revival will be overseen by Tetley’s UK president, Nigel Holland, who dropped the characters during his time as the brand’s marketing director.

The tea folk include Gaffer and Sydney, who represented the brand for 28 consecutive years. Since 2001, however, the brand has centred its marketing message on the health credentials of tea.

A teaser campaign is set to appear in the next fortnight followed by a "nostalgic, emotional, tearjerker of a TV ad", according to sources.

Nielsen figures show that Tata-owned Tetley, once the biggest tea brand in the UK, now trails PG Tips. The latter's sales for the year to October 2009 were £137m, compared with £114m for Tetley.

Tetley was unavailable for comment as Marketing went to press.

Gaffer, Sydney, Archie and Clarence used to be a mainstay of Tetley's advertising in ads such as this from the 1980s:

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published