Creative impulse

Delaney Fletcher Bozell is pioneering a new advertising strategy for the tea sector with two new TV commercials for Typhoo, which began their run at the beginning of the month. The first features a teenager sent to help out an elderly man in his home, and the second a young girl talking about her newly arrived stepmother. In each case the relationship is strained at first, but improves over a shared cup of tea.

The client: Premier Beverages

Chris Doyle, marketing controller

Typhoo has used a range of different communications over the years, which has left the brand weaker than it might be. It's a good quality product, of which there is high awareness, but that wasn't good enough.

The perspective we took was that we are a small brand in a huge, advertising- led market, and so we were going to have to do something that would get us noticed. Being up against things like the PG chimps, we needed to go for good, cut-through advertising.

But because we're not selling just to young people, we couldn't do anything too wacky or shocking, which are the obvious ways to get noticed.

So we decided to play on the fact that tea is a part of British life - something that people get together and talk over. The brief to Delaney was to associate Typhoo with these positive benefits of tea-drinking, and give the brand an emotional dimension.

The agency: Delaney Fletcher Bozell

Greg Delaney, creative director

If you look at the competitive environment, you see that the tone is generally humorous, light and quite frivolous. We wanted an approach that was more sophisticated and adult.

Tea is liked by almost everyone. It has a unique role in British life, and is drunk in celebration and for consolation. It is something that unites otherwise disparate people, offering a kind of social lubrication. When people communicate, they invariably do so over a cup of tea, and the creative idea emerging from this is that some understanding can be reached between the generations or between estranged people. We're not being so simplistic as to say that it is only the tea that's doing it, but it is part of the solution.

In the first ad, a boy discovers that old people are not "old codgers", and they begin to enjoy each other's company over tea. In the second, a daughter talks about how she discovered a new relationship with her stepmum over tea. We think it's good to associate tea with such positive feelings, and feel this is the freshest thing to happen in this category for a long time.

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksAn introduction to the ground rules of British democracy
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Guru Careers: Account Executive / Account Manager

£18 - 20k + Benefits: Guru Careers: An Account Executive / Account Manager is ...

Recruitment Genius: Trainee Social Media Account Writers

£12000 - £13000 per annum: Recruitment Genius: This social media management pr...

Ashdown Group: Deputy Editor (Magazine Publishing) - Wimbledon - £23-26K

£23000 - £26000 per annum + Benefits: Ashdown Group: Deputy Editor - Wimbledon...

Ashdown Group: Editor (Magazines/Publishing) - Wimbledon - £26-30K

£26000 - £30000 per annum + Benefits: Ashdown Group: Editor (Magazines/Publish...

Day In a Page

Refugee crisis: David Cameron lowered the flag for the dead king of Saudi Arabia - will he do the same honour for little Aylan Kurdi?

Cameron lowered the flag for the dead king of Saudi Arabia...

But will he do the same honour for little Aylan Kurdi, asks Robert Fisk
Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

Humanity must be at the heart of politics, says Jeremy Corbyn
Joe Biden's 'tease tour': Could the US Vice-President be testing the water for a presidential run?

Joe Biden's 'tease tour'

Could the US Vice-President be testing the water for a presidential run?
Britain's 24-hour culture: With the 'leisured society' a distant dream we're working longer and less regular hours than ever

Britain's 24-hour culture

With the 'leisured society' a distant dream we're working longer and less regular hours than ever
Diplomacy board game: Treachery is the way to win - which makes it just like the real thing

The addictive nature of Diplomacy

Bullying, betrayal, aggression – it may be just a board game, but the family that plays Diplomacy may never look at each other in the same way again
Lady Chatterley's Lover: Racy underwear for fans of DH Lawrence's equally racy tome

Fashion: Ooh, Lady Chatterley!

Take inspiration from DH Lawrence's racy tome with equally racy underwear
8 best children's clocks

Tick-tock: 8 best children's clocks

Whether you’re teaching them to tell the time or putting the finishing touches to a nursery, there’s a ticker for that
Charlie Austin: Queens Park Rangers striker says ‘If the move is not right, I’m not going’

Charlie Austin: ‘If the move is not right, I’m not going’

After hitting 18 goals in the Premier League last season, the QPR striker was the great non-deal of transfer deadline day. But he says he'd preferred another shot at promotion
Isis profits from destruction of antiquities by selling relics to dealers - and then blowing up the buildings they come from to conceal the evidence of looting

How Isis profits from destruction of antiquities

Robert Fisk on the terrorist group's manipulation of the market to increase the price of artefacts
Labour leadership: Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea

'If we lose touch we’ll end up with two decades of the Tories'

In an exclusive interview, Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea
Tunisia fears its Arab Spring could be reversed as the new regime becomes as intolerant of dissent as its predecessor

The Arab Spring reversed

Tunisian protesters fear that a new law will whitewash corrupt businessmen and officials, but they are finding that the new regime is becoming as intolerant of dissent as its predecessor
King Arthur: Legendary figure was real and lived most of his life in Strathclyde, academic claims

Academic claims King Arthur was real - and reveals where he lived

Dr Andrew Breeze says the legendary figure did exist – but was a general, not a king
Who is Oliver Bonas and how has he captured middle-class hearts?

Who is Oliver Bonas?

It's the first high-street store to pay its staff the living wage, and it saw out the recession in style
Earth has 'lost more than half its trees' since humans first started cutting them down

Axe-wielding Man fells half the world’s trees – leaving us just 422 each

However, the number of trees may be eight times higher than previously thought
60 years of Scalextric: Model cars are now stuffed with as much tech as real ones

60 years of Scalextric

Model cars are now stuffed with as much tech as real ones