• Promo, Thursday, June 10, 2010 10:42 AM

If the word "stodgy" leaps to mind when you hear "Tetley," think again. Sir Tetley, a fictional character created for the brand by Think 360 Inc., does have impeccable manners but also sports a tattoo, likes punk rock music and pairs a jacket and tie with shorts and a swim tube hugging his waist, Patricia Odell reports.

"The point of our campaign is to disrupt the perception that Tetley is an old tea brand, and to do that in a slightly eccentric way," Think 360 CEO Karen Koslow tells Odell. "Sir Tetley allows us to bring a more contemporary feel and the British humor so it gives the brand a new face."

"Rethink Tetley, Rethink Tea" also hopes to attract occasional tea drinkers and younger buyers, ages 35 and up, while re-engaging past customers. The campaign will run across multiple marketing channels, including an FSI, shelf talkers, online ads, and a three-week run of radio spots in 10 markets that have Sir Tetley skinny-dipping at the beach.

Read the whole story at Promo »