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Tetley Canada promotes iced green teas

Tea company Tetley Canada has begun a national ad campaign for a new line of iced green teas. The campaign, which consists of television, radio and print advertising, was developed by John St. of Toronto. The creative explains that the product is made with fewer ingredients than regular iced tea. The ads use the tagline, "It's perfectly simple." The campaign broke earlier this month with a radio ad warning listeners to avoid the product if they enjoyed ingredients such as dimethylpolydextrose. The 30-second television commercial, called "Deconstruction," depicts a film crew disassembling an elaborate photographic set, leaving a bottle of Tetley Iced on a white background. The print ads will be released later in the summer. "In this category, it's just as important to show what's not in your product," said Stephen Jurisic, the agency's creative director. "Our target is attracted to green tea for reasons of health and purity and this campaign demonstrates that in kind of simple 'tea-like' way."

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