# Haute Teavertising Tea time is rebranded from stuffy to hip for a new generation of brewers. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Mar 14, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/haute-teavertising ## Key Figures - Trend score: 4.0/10 - Evidence articles: 6 ## What is the Haute Teavertising trend? **Haute Teavertising:** Relatively shrouded in tradition, the act of drinking tea is being rebranded as a hip alternative to coffee that suits the 20-something drinkers that not only crave a more organic beverage, but also one that's more multifaceted in composition. As magazine spreads and department stores depict tea time as a fashionable pastime, the beverage is given an aesthetically pleasing makeover to make it more lifestyle-centric for the Gen X and Y consumer. An increase in niche tea shops supports this rise in consumption, but also a distinct attention to consumer desire for healthy living as perceived health benefits outweigh that of a packaged refreshment. ## At a Glance - Evidence: 6 featured examples - Articles from: May 13, 2013 to Mar 11, 2014 - Published: Mar 14, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Haute Teavertising trend ### Rebranded Tea Time Tea is being rebranded for a new generation of drinkers as a more organic, multifaceted, and fashionable alternative to coffee environments. ### Personalized Lifestyle-Centric Niche More niche tea shops suggest a rise in the importance of meeting consumer desires for healthier and more personalized lifestyle choices. ### Whimsical Tea Party Imagery Editorials featuring dark and creepy, or enchantingly bohemian themes depict tea parties, lending itself to a space for design and fashion to intersect with tea brands. ## What the Haute Teavertising trend means for industry ### For Beverage Industry The beverage industry can explore unique blends of organic teas to cater to niche preference and capitalize on tea's newfound status as a lifestyle brand. ### For Marketing Industry The marketing industry can personalize and market teas to meet consumer desires for healthier and more individualized lifestyles through creative imagery and thoughtful branding that redefines tea time as a fashionable pastime. ### For Design and Fashion Industry Design and fashion can look to incorporate and leverage tea as a thematic element in creative editorials that explore whimsical and dark themes, lending itself to engaging imagery and a storytelling experience. ## Trend signals for Haute Teavertising Trend score 4.0 out of 10, from popularity 56%, activity 57%, freshness 8%. - Popularity: 56% - Activity: 57% - Freshness: 8% ## Examples of the Haute Teavertising trend 6 featured examples from May 13, 2013 to Mar 11, 2014. - [Fanciful English Tea Editorials](https://www.trendhunter.com/trends/mulberry-spring-summer-2014-campaign): The Mulberry Spring/Summer 2014 Campaign is Full of Whimsy (Category: Marketing) Implication: Fashion brands can utilize whimsical and eccentric themes in their marketing campaigns to differentiate themselves in a crowded industry and appeal to consumers looking for playfu… - [Whimsical Fairytale Christmas Advertisements](https://www.trendhunter.com/trends/marks-and-spencer-advert): The Marks and Spencer Advert is Stunning and Playful (Category: Marketing) Implication: Disruptive innovation opportunity: Using immersive technology like virtual reality in retail stores to create a magical and enchanting shopping experience. - [Cleverly Evolving Tea Campaigns](https://www.trendhunter.com/trends/tetley-tea): Tetley Tea Makes Sure It Isn't Left Behind with Its Evolving Ads (Category: Marketing) Implication: Opportunity for tea companies to adapt their marketing strategies to reflect market changes and consumer preferences. - [Creepy Tea Party Editorials](https://www.trendhunter.com/trends/christian-ferretti): This Christian Ferretti Photoshoot Captures a Taboo Tea Party (Category: Naughty) Implication: There are opportunities for fashion designers and brands to push the boundaries of conventional fashion photography, creating more emotionally-charged and thought-provoking imager… - [Tea Party Editorials](https://www.trendhunter.com/trends/tea-party-editorial): Electric Frenchie is Enchantingly Boho Chic (Category: Fashion) Implication: The fashion industry can leverage the Mad Hatter-inspired trend and create whimsical, eccentric clothing pieces for consumers seeking unique and imaginative fashion choices. - [Romantic Underwater Commercials](https://www.trendhunter.com/trends/kusmai-tea-la-beaute-des-melanges): The Kusmai Tea 'La Beaute Des Melanges' Campaign is Fanciful (Category: Lifestyle) Implication: Tea companies can leverage visually striking advertising campaigns to showcase their products and engage with customers on a deeper level. ## Recent trend clusters - 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