Tetley in digital first for new tea range

Tetley is using digital for the first time to support the launch its new range of 12 fruit, herbal and green teas.

Its new web site (www.tetley.co.uk/specialteas) is targeted at 45 to 64-year-olds who are independently minded, health conscious and very receptive to the internet, according to the project developer, agency Dare.

The site promotes the new range's holistic benefits and provides both health information and lifestyle tips.

Each of the new tea flavours is being promoted on the site through 'mood' options such as 'invigorating' and 'relaxing', along with lifestyle tips and 'tea lore'. For example, Camomile Smile's relaxing properties are being promoted alongside information on aromatherapy.

The launch marks Dare's first work for Tetley since its appointment in April.

John Owen, Dare's planning director, said: "We know from research that our target market likes to seek out information, rather than having commercial messages thrust at them. This web site rewards their sense of discovery."

Andrew Dobson, Tetley marketing manager, added: "Dare has created a visually stunning site packed with interest."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).