CHI positions Typhoo as tea to wake up to in TV ad drive

Typhoo Tea is aiming to position itself as the drink tea lovers reach for first thing in the morning with a humorous TV campaign to demonstrate its wake-up powers.

The ads, through Clemmow Hornby Inge, break on 12 January and will run throughout the year. In keeping with the wake-up theme, the spots will run on GMTV only.

The three 30-second executions are shot in a documentary style. In each, the mother explains how the family is participating in an experiment to find the best way to wake up. In one ad, the family is woken up by having water thrown over them. A second shows them being harassed by a loud rooster and in the third, a drill sergeant wakes them up.

The tongue-in-cheek tone is expressed by the mother, who says: "I didn't realise one bucket could hold so much water. That was a nightmare. It did wake you up. I mean, who wants to stay in a wet bed?"

In each of the ads, the mother says how glad she was to get her Typhoo back. The spots end with the line: "Typhoo. The only way to wake up."

Howard Beveridge, Premier Foods' group marketing director, said: "We will continue to build Typhoo's strong association with mornings and help to ensure that it is the brand of choice for the first cup of the day."

The ads continue the theme of last year's sponsorship of GMTV that used the idea that mornings are blurry before the first cup of Typhoo.

The ads were written by Greg Button, art directed by Stuart Mutton and directed by Martin Granger at Bikini. Media planning and buying is by ZenithOptimedia.