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Tetley Green Tea: Party Platform
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With election season brewing, Tetley Canada is looking to swing the vote with a whole new kind of party. The Tetley Green Tea Renewal Party is bringing together Renewalists across the nation - those who believe in honesty, personal growth, and daily renewal through green tea.
"Green Tea is more than tea to people. It's about yoga and healthy living and wellness and slow food all rolled into one green tea bag," says Angus Tucker, co-CD at john st, Tetley Canada's long time AOR. "They have very very passionate advocates out there so we thought we could give them a way to mobilize. The TGTRP seemed like a good way to do it." “We know that our consumers are enthusiastic about Green Tea and its many benefits and so are we’ says Kathy Grant-Munoz, Senior VP Marketing and Sales, Tetley Canada. “That’s why we only use 100% pure and natural green tea. And that’s why we’ve launched a program where green tea lovers can unite.” Created by john st., the tongue in cheek campaign behaves like a real political party. The TV spot outlines the party manifesto and introduces the ‘One Cup at a Time’ rallying cry. A series of wild postings, lawn signs, online videos and direct mail further support the cause. Consumers are also encouraged to become members of the party on Facebook and receive daily updates and Renewal tips. In addition to this, Tetley also plans to celebrate the contributions of party members by providing a ‘grant’ to those who have taken initiative in their communities to live out the party’s tenets of renewing mind, body, and spirit.
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