Tetley says it has launched its “most ambitious repositioning campaign for a decade”, under the title ‘Britain’s Tea’.

Created by Pablo, the marketing drive was launched on 7 April, with a £5.5m investment, and will comprise four spots, “designed to reach heavy tea drinkers in their homes throughout the year”.

Essence MediaCom handled media planning and buying.

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The new campaign is “built from the insight that there is a deeper emotional meaning behind tea, it’s used to show care for each other, often implicitly saying things the British might feel uncomfortable saying aloud”, said a statement from Tetley.

The work celebrates “what it means to be Britain’s tea, getting to the heart of what’s really going on across Britain every second when we’re making and sharing cups of tea with one another”.

Directed by Tom Speers through Smuggle, the films reveal Tetley “to be the social glue of Britain, providing its diverse landscape of people a universal tool for bonding, care, and a sense of togetherness”.

Mat Bird, marketing director for Tata Consumer Products, said: “This campaign is a proud reminder of all the care we show each other with Tetley, and we hope that will inspire the nation to take that blue box out of kitchen cupboards and onto tables with friends and family.”

According to the drinks brand, which is owned by Mumbai-headquartered Tata Consumer Products, the campaign represents “a major landmark for the Tetley brand”, which has been associated with the ‘Tea Folk’ campaign from the 80s and 90s.

The departure from the Tea Folk “after a sustained period of low comms activity” reflects the brand’s appetite for a bold and unique way to reach tea drinkers in 2025 in the context of new competition and shifting consumer tastes,” the brand said.