303 MullenLowe Set to Spill the Tea with Tetley Following Major Appointment

303 MullenLowe managing director Joanna Gray

As part of a brand rejuvenation, global beverage giant Tata Consumer Products has appointed 303 MullenLowe Sydney as lead integrated communications partner for Tetley Tea. 

Tasked with overseeing strategy, creative, communication planning, social (always on content and community management), production, brand identity and digital for the iconic Tetley Tea brand in Australia and New Zealand, 303 MullenLowe was appointed through a process focussed on key capability provision, and agency-client chemistry.   

Divya Shrivastava head of marketing ANZ Tetley explains: "From our first meeting, we were impressed by 303 MullenLowe’s ability to provide the full breadth of our communications requirements from start to finish.  But as our discussions progressed, it also became apparent that 303 MullenLowe was able to work as a true partner, developing new and proactive approaches to drive growth that went well beyond our original brief.   

“It’s clear they will treat our valuable Tetley Tea brand as their own, giving us full confidence to move ahead with a new marketing push to refresh Tetley Tea’s market position and reach new audiences,” she said. 

A British icon with a heritage of more than 180 years, Tetley Tea is the second largest tea brand globally.  It became part of the Tata Consumer Products family in 2000. 

“While it has a long heritage, innovations, inventions and ideas form the core of Tetley Tea’s brand,” said 303 MullenLowe managing director Joanna Gray. 

“So it’s no surprise that they are open to taking a new approach to making tea attractive to a younger audience segment, while not alienating the strong and loyal existing customer base.  We are thrilled to partner with Tetley to develop and oversee this brand rejuvenation.  Not only do we have the depth of capability, but a strong understanding on how to drive business growth while evolving a brand - and ensuring it punches above its weight.”   

Gray concluded: “We’ve quickly built an incredibly strong partnership with the Tetley team and look forward to working as an extension of the Tetley Tea team.  We are excited to present a new Tetley Tea position to the market very soon.”