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
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.