Tetley Tea Bags: I pick the round

Tetley was operating in a declining tea market, PG was the market leader. Brand differentiation was based on brand 'personality', not price, taste or distribution. Tetley's Teafolk had image problem in the South - seen as down-trodden. NPD led to round teabag. Objective: to rejuvenate the Tetley Teafolk (more fun image) and launch the round bag, focusing on warmth, enjoyment. Evaluation: uplift in sales and share, improvement in attitudes and profile amongst younger and ABC1 tea drinkers. Dramatic turnaround of Tetley fortunes in the south, and later in the North.