Tetley

Not your grandmother's tea, by any stretch -- that's where Tetley needed to live, to wake up the staid tea category.  We started with a new overarching theme, Brew Up Something Brilliant, to speak to tea drinkers, after research showed that a brand which engages mind, body and spirit resonates best. 

To embody this message of "brilliance" -- part British, part inspiration, at the same time introducing Tetley's new 'best of both worlds' tea in Black and Green, we created this campaign.

The campaign was recognized by AdWeek for its breakthrough approach, making a subtle nod to tradition without taking itself too seriously.