Tetley Canada breaks Green Tea Renewal Party campaign
Tetley Canada has begun a campaign featuring a mock political party called the "Green Tea Renewal Party." The campaign, developed by John St. of Toronto, includes a political-style television commercial describing the party's manifesto and ending with the tagline, "One Cup at a Time." The initiative also makes use of posters, lawn signs, online videos, direct mail and social media activities. "Green tea is more than tea to people," said Angus Tucker, co-creative director at John St. "It's about yoga and healthy living and wellness and slow food all rolled into one green tea bag. They have very very passionate advocates out there so we thought we could give them a way to mobilize. The TGTRP seemed like a good way to do it."