To advertise its latest beverage offering called 'Tetley Infusions,' the brand has launched an interactive campaign called 'Rescue Your Water' via its Facebook fan page. It includes twelve firefighters that will battle it out against each other and the final winner will be based on the person who gets the most votes. On Wednesday, May 30th, 2012, the live webcast trials will be going down from 7:00pm-10:00pm Eastern time.
Since these infusions are naturally sweetened teas with no artificial flavoring or coloring, the idea for this campaign is to promote the differentiation factor from other teas on the market, which is where the firefighters come in to save the water from preservatives.
Tetley has done a good job of appropriately creating a rather steamy and interactive campaign that will appeal to its target audience, which in this case is women. By leveraging social media the brand is encouraging engagement and building connections with its audience.