Tetley reduces Tea Folk role in summer campaign

Tetley's Tea Folk characters are set to take a back seat in the brand's forthcoming ads, as part of a fresh approach that will introduce the strap-line, "Make time. Make Tetley".

Tetley: 2010 'Tea Folk' ad
Tetley: 2010 'Tea Folk' ad

The brand, owned by Tata Global Beverages, reintroduced the Tea Folk in 2010 after a 10-year hiatus. They returned with the endline, "That's better. That's Tetley".

The characters will feature less prominently in this campaign, with actors taking a more central role. The ads, by agency Dare, are expected to break next month.

According to Adrian Mooney, vice-president of marketing EMEA at Tata Global Beverages, the decision to "evolve" the campaign was motivated by a desire to "better differentiate" Tetley in the crowded hot-beverages market.

He said: "Tetley has a stronger emotional bond in more house-holds in the UK than any other tea brand. [This campaign will] help ensure we remain front of mind."