Comedian and actress Celia Pacquola is starring in a new series of ads for Tetley’s new cold water tea bags.
In the ads, Pacquola educates a model about the widespread dehydration of Australians and how the new Cold Infusions tea bags could make drinking water more interesting.
The campaign is based on the insight that nearly 80% of Australians are dehydrated. It also sees the launch of the new tagline ‘Thirst-Tea?’
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The campaign was created by The Works, which won the creative account for Tetley in 2014.
Damian Pincus, founder and creative partner at The Works, said: “With a large percentage of people showing signs of dehydration during the day, we wanted to show how Tetley Cold Infusions can make water tastier. Celia Pacquola is the perfect ambassador for the range and brings an authenticity to the campaign that will resonate with our target audience.”
Gale McLardie, Tata Global Beverages sales and marketing director, said: “We’re excited about what our new Tetley Cold Infusions can do to help Australians enjoy drinking more water. The ‘Thirst Tea?’ campaign, with Celia at its heart, delivers our message in a fun-loving, down-to-earth way that fits with our consumers and the Tetley brand.”
The alongside the 30, 15 and six -econd TVCs, the campaign will be executed across OOH, digital and social media.
The OOH executions for Tetley Cold Infusions
Credits
Tata Global Beverages Sales & Marketing Director: Gale McLardie
Tata Global Beverages Brand Manager: Rowena Graham
Creative Partner: Damian Pincus
Creative Director: Nathan Bilton
Creative Lead: Chris Dwyer
Creative Project Manager: Mike Richardson
Planner: Lucy Batchelor
Head of Broadcast: Alistair Pratten
Content Director: Jake Ward
Artworker: Chris Hall
Production: Palpable
Executive Producer: Hamish Roxburgh
Director: Josh Logue
Offline: Joe Morris
Grade: Ben Eagleton
Post Production: Alt VFX
Sound: Sonar
Media: Wavemaker