One of Australia's greatest start up success stories, T2, has engaged Cummins&Partners to take its brand story to the world.
Says
Jane Hoban, global director of marketing, T2: "From our small
beginnings in Melbourne, T2 Tea has taken the traditional art of tea and
turned it on its head with 21 years of brewing experience, T2 has grown
into a global omni-channel business with 97 stores across 5 markets
with significant growth ambitions to build a generation of tea lovers on
every continent.
"And there has never been a better time. Premium Tea is a high growth
category and at a tipping point as consumers migrate to healthier
beverage options.
"We were looking for a partner to help with our growth ambitions."
Says
Sean Cummins, the creative founder of C&P: "We are humbled and
thrilled to take on a brand that has such a wonderful sense of itself.
You'd be hard pressed to find a more beautifully designed, diverse and
attractive experience. From the stores to the remarkable flavours that
you pour into your teacup...there is such a fulfilling and joyous aspect
to T2."
Work begins immediately on campaign in local markets
with a roll-out in the US and UK. Billings and other agencies involved
in the pitch remain undisclosed.