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Sometimes, You Just Need A Tetley


Clemenger BBDO Melbourne launch the first ad in a broad campaign for the whole range of tea products

Sometimes, You Just Need A Tetley



Clemenger BBDO Melbourne and Tetley have just launched the first ad in a broad campaign for its whole range of tea products. This will be the first campaign the Agency has produced for Tetley, owned by TATA Global Beverages, since winning the business last year.


Tea is traditionally a very stifled category – a world of cosy bliss and escapism. The agency developed a strategy for Tetley that would break the category norm with a more honest approach. The subsequent campaign pays homage to all the hard working women and mums who make up the primary audience of tea drinkers.


Clemenger BBDO Melbourne Executive Creative Director Ant Keogh says the campaign neatly illustrates the reality of a good cup of tea.


“It seemed like nobody was really acknowledging tea for what it is. It’s not a big fix or a magical escape. It simply gives you a few minutes of courage, before you get back out there.”


The campaign recognises the simple little break that a tea gives you. Sometimes, you just need a Tetley.


The first ad in the campaign, titled ‘Leaving’, focuses on the flagship Tetley black tea brand. Subsequent ads will showcase the Chai Latte and Fruit & Herbal ranges. The campaign is supported by print executions and will be followed by further engagement pieces over the course of the year.


Click the link to view the work

To view 'Support' click here:


Client: TATA Global Beverages

Marketing Manager: Gale McLardie

Brand Manager: Sarah Goff


Agency: Clemenger BBDO Melbourne

ECD: Ant Keogh

Creative Directors: Tom Martin, Julian Schreiber

Art Director: Nic Buckingham

Copywriter: Nick Kelly

Producer – TV: Sevda Cemo

Producer – Print: Sharon Adams , Benjamin Nash

Group Account Director: Ricci Meldrum

Account Director: Rhoda Berjaoui

Account Manager: Anna Godfrey

Strategic Planner: Sam Mackisack



Director: Brian Aldrich

DOP/Cinematographer: Jeremy Rouse Freelance

Producers: Dave Thorne, Karen Bryson, Cath Anderson,

Edward Pontifex

Production Company: Furlined (US) Finch Film Company (Facilitating Prod Co.)

Editor: Peter Sciberras, The Butchery

Flame Artist: Eugene Richards, The Refinery

Post Production Company: The Refinery

Music Composer/Arranger: Josephine Petrina, Electric Dreams

Music Production Company: Level Two Music /Electric Dreams

Sound Designer/Engineer: Paul Le Couteur

Sound House: Flagstaff Studios




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Categories: Soft Drinks

Clemenger BBDO Australia, Wed, 02 May 2012 18:58:50 GMT