Making sure it keeps up with the times yet sticks to its traditional identity, Tetley Tea has been an industry maverick when it comes to evolving to keeping up with market changes and reflecting them cleverly in its ads.
Even though there has been no major breakthroughs in tea leaves in 4,000 years, the 177-year-old brand has been trying to portray different things through its ads over the years, proving just how flexible this heritage brand is and how it adapts to survive.
Even though most of the Tetley Tea ads focus on tea bags, its older ads show that they relied more heavily on cultural experiences to get new consumers to trust them -- like in its 1957 ads featuring the very English Albert Dimes known as 'Mr. Tea.' Using the Englishman as credibility worked for the brand when it wanted to break into the U.S. market at the time.
With the multitude of teas on the market now, the Englishman ads no longer do the trick so the new ads are fresher, lighter and more visually appealing.