Tetley Canada begins cold tea campaign
Tea company Tetley Canada has begun an advertising campaign for a new line of cold tea products using the tagline, "It's tea, reimagined." The product line includes bottled teas and pouches of tea for water bottles. The campaign, which will run until the fall, consists of 15- and 30-second television commercials, as well as magazine ads. The creative focuses on the origins and history of tea. The campaign was developed by John St. of Toronto. "We wanted to make sure that women understood that this was real tea and not the sugary stuff that to date has defined the iced tea category," said Angus Tucker, the agency's co-creative director. "So we thought the best way to do this was to root the idea in hot tea and kind of take it from there."