Tetley Tea needed to launch their new British blends to Americans not familiar with the delicious-yet-subtle taste differences. The budget called for an exclusively online execution, so we needed something really different to stand out for this British tea brand.
What goes great with tea? Cream? Sure. Sweetener? Of course. Pets??? YES! American tea drinkers love their furry and feathery friends; the new Tetley packaging featured anthropomorphized animals; and Bob’s your uncle: the Tetley Pet PersonaliTEA activation was born.
An interactive quiz was the heart of this digital activation, asking participants to imagine their beloved pet as a character in a British book, behind the wheel of a British car, and more…and based on their answers, it served up a recommended Tetley British Blend for their consideration. (Quiz takers were also entered for a chance to receive an elegant portrait of their animal sidekick.) Whimsical organic and paid social media and micro-influencer partnerships brought in nearly 50,000 participants, a 21% increase in social followers and a 900% increase in new email subscribers. I say, those are quite lovely results indeed!
716 Main Street
Boonton, NJ 07005
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