303 Mullenlowe to handle integrated comms for Tetley Tea
Tata Consumer Products has appointed 303 Mullenlowe Perth as the lead integrated communications partner for the Tetley Tea brand in Australia and New Zealand.
The appointment is part of a global brand rejuvenation, with 303 Mullenlowe’s remit to include strategy, creative, communication planning, social (always on content and community management), production, brand identity and digital for the tea brand.
303 MullenLowe was appointed through a process focused on key capability provision, and agency-client chemistry.
Divya Shrivastava head of marketing ANZ Tetley said: “From our first meeting, we were impressed by 303 MullenLowe’s ability to provide the full breadth of our communications requirements from start to finish. But as our discussions progressed, it also became apparent that 303 MullenLowe was able to work as a true partner, developing new and proactive approaches to drive growth that went well beyond our original brief.
“It’s clear they will treat our valuable Tetley Tea brand as their own, giving us full confidence to move ahead with a new marketing push to refresh Tetley Tea’s market position and reach new audiences,” she said.
Tetley Tea is the second largest tea brand globally and became part of the Tata Consumer Products family in 2000.
“While it has a long heritage, innovations, inventions and ideas form the core of Tetley Tea’s brand,” said 303 MullenLowe managing director Joanna Gray.
“So it’s no surprise that they are open to taking a new approach to making tea attractive to a younger audience segment, while not alienating the strong and loyal existing customer base. We are thrilled to partner with Tetley to develop and oversee this brand rejuvenation. Not only do we have the depth of capability, but a strong understanding on how to drive business growth while evolving a brand – and ensuring it punches above its weight.”
Gray concluded: “We’ve quickly built an incredibly strong partnership with the Tetley team and look forward to working as an extension of the Tetley Tea team. We are excited to present a new Tetley Tea position to the market very soon.”
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