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
The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published