Clipper Teas, the Ecotone-owned tea brand, has taken a bold step forward with the launch of their pan-European integrated campaign, “There’s Tea, Then There’s GOOD TEA.” Developed by the independent creative agency isobel, this campaign marks a significant move for Clipper, emphasizing the brand’s commitment to Fairtrade, organic tea, and biodiversity support.
The strapline, “There’s Tea, Then There’s GOOD TEA,” serves as the campaign’s anchor, delivering a powerful message that transcends taste alone. It declares that a truly good cup of tea encompasses more than just flavor—it involves ethical and sustainable sourcing, natural ingredients, and a resolute dedication to protecting biodiversity.
In collaboration with Seed Animations, the campaign uses vibrant Clipper-style illustrations creatively overlaid on animals in nature. This whimsical approach celebrates the joy derived from making a sustainable choice. Accompanied by bespoke music tracks composed by Lostboy, the campaign brings a lively and engaging element to the narrative.
Ben Sump, Executive Creative Director at isobel, expresses the brand’s unique personality, stating, “Clipper is a joyous brand with a wonderful, genuine personality. They aim to make good tea in all senses of the word. Most tea brands claim to make a delicious cuppa, but Clipper knows that it’s only really good if it’s a natural and fair cuppa too.”
Launching initially in the UK on January 15th, the campaign will span across TV, VOD, social media, and out-of-home (OOH) platforms. Following its UK debut, the campaign is set to extend its reach to other European markets later in the year. This strategic rollout allows Clipper Teas to engage with consumers, encouraging them to reconsider their tea choices by highlighting the importance of fairness and natural goodness.
Hayley Murgett, European Head of Category, Hot Drinks at Ecotone, emphasizes the campaign’s dual purpose. Not only does it celebrate the goodness inherent in Clipper tea, but it also advocates for the protection of biodiversity. The campaign aims to prompt consumers to question their tea choices, shedding light on the fact that not all tea is fair or natural.
To complement the advertising efforts, Clipper Teas introduces new packaging, featuring eye-catching limited-edition packs. In-store activities and an on-pack promotion, developed by Straight Forward Design, further enhance the consumer experience and drive home the message of making good tea choices.
In conclusion, “The Good Tea” campaign by Clipper Teas is a holistic approach to tea marketing, integrating sustainability, fair-trade practices, and biodiversity protection into the brand’s identity. Through a visually captivating and lively narrative, Clipper invites consumers to embrace the goodness in every cup and make choices that align with their values. As the campaign unfolds, it seeks not only to redefine how consumers perceive good tea but also to spark a movement towards more conscious and ethical tea consumption.