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T2 releases first work from Cummins & Partners

Cummins & Partners has released its first work for T2, ‘Tea to the power of T2’ after being appointed to the account in June.

The 15-second ad asks “Which tea leaves you feeling like this?” as words flash across the scene such as “curious”, “colourful”, “zen”, “daring”, “heavenly” and “passion”.


The second 15-second ad follows the same format but shows different words such as “exotic”, “fearless”, “spicy” and “luxurious”.

Different images and montage videos are used to support the words on the screen.

Jane Hoban, global marketing director at T2, said in a statement: “The campaign is a perfect representation of our brand and what we stand for and we have already had incredibly positive feedback from T2 fans.”

Sean Cummins, founder of Cummins & Partners, said: “Currently people aren’t taking 3 minutes out of their day to brew a cup of loose leaf. By positioning T2 as a product that helps to amplify
these moments or feelings, we are giving people an excuse and reason to take that little bit of extra time for themselves.”

The ads end with the ‘Tea to the power of T2’ tagline.

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