NEWS: Typhoo kicks off branding campaign

Typhoo is fighting back against PG Tips’ new pyramid tea-bags with a pounds 3 million campaign which positions Typhoo as a drink that brings people together and improves personal relationships.

Typhoo is fighting back against PG Tips’ new pyramid tea-bags with a

pounds 3 million campaign which positions Typhoo as a drink that brings

people together and improves personal relationships.



Delaney Fletcher Bozell has created three 40-second documentary-style

television commercials with mainly non-professional actors. Each film

sketches a different scenario where Typhoo has helped form bonds between

people.



The ads were written by Peter Kew, art directed by Ronnie Brown and

directed by Tony Smith through James Garrett Films.



In the first of the series, a 14-year-old boy explains to the camera -

as he brews some tea - how, at first, he hated the old man he was

supposed to help as part of his local community project. He confides

that the two did not really talk until they sat down over some tea.



Only then did the boy find out that the old man used to be a Spitfire

pilot during the war and at the end of the piece, as we see the pair

playing draughts, the boy reveals he never knew his own grandfather. The

spot ends with the line: ‘Typhoo, the taste that unites.’



The second and third commercials in the series develop the same theme.

In the second, a girl talks about her relationship with her stepmother,

and in the third a couple explain that they only got up the nerve to get

together during their tea-breaks.



Greg Delaney, joint creative director of Delaney Fletcher Bozell,

explained that the new ads aim to emphasise tea’s position as a

social lubricant. ‘Tea is something that is drunk at times of

celebration and sadness and by both the young and the old - it’s about

differences being resolved using tea,’ he said.



Typhoo has been looking for a strong idea for some time, since its main

rivals both have long-running ad campaigns. Typhoo is third in the

market behind Tetley’s, whose ads feature the familiar Tetley tea folk,

and PG Tips, which has its famous chimpanzees.



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