Tuesday 17 September 1996
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.
More than 11,000 Icelanders offer to house Syrian refugees to help European crisis
If these extraordinarily powerful images of a dead Syrian child washed up on a beach don't change Europe's attitude to refugees, what will?
Aylan Kurdi: Canadian immigration minister suspends election campaign to investigate why 'Syrian family's refugee application was refused'
Refugee crisis: Aylan's life was full of fear - in death, he is part of 'humanity washed ashore'
German police forced to ask public to stop bringing donations for refugees arriving by train
- 1 More than 11,000 Icelanders offer to house Syrian refugees to help European crisis
- 2 President Obama comments on Humans of New York photo from Iran
- 3 If these extraordinarily powerful images of a dead Syrian child washed up on a beach don't change Europe's attitude to refugees, what will?
- 4 The Chinese city where men have 'three girlfriends because there are so many women'
- 5 German police forced to ask public to stop bringing donations for refugees arriving by train
£18 - 20k + Benefits: Guru Careers: An Account Executive / Account Manager is ...
£12000 - £13000 per annum: Recruitment Genius: This social media management pr...
£23000 - £26000 per annum + Benefits: Ashdown Group: Deputy Editor - Wimbledon...
£26000 - £30000 per annum + Benefits: Ashdown Group: Editor (Magazines/Publish...