Tetley hires Strategic Objectives
By Rob Bale
Tea brand Tetley Canada has retained Strategic Objectives of Toronto to conduct launch activities for two new tea flavours: Live Happy and Live Balanced. The agency has developed a campaign called “Redefining Resolutions” that encourages consumers to rethink their approach to New Year’s resolutions. The initiative includes national media relations and television segments on the subject of attaining balance in life. It also includes influencer activities, direct mail and a promotion with Châtelaine magazine. Tetley is a division of Tata Consumer Products Canada.
“I admire Strategic Objectives’ ability to deliver creative campaigns that reach Canadians across all coasts,” said Joyce O'Connor, director of marketing at Tata. “The team’s enthusiasm for the product and understanding of the moments of pause they create confirmed that they will deliver on our mission of helping Canadians in their pursuit of living better and propel the Tetley Live brand in the Canadian market.”