Strategic Objectives will help "spill the tea" on two new additions to Tetley's Live tea line after being tapped to handle communications for the launch of its Live Happy and Live Balanced products, both of which are positioned as helping drinkers with their mental wellness.
The agency has already developed a campaign called "Redefining Resolutions" that challenges Canadians to reconsider their approach to "restrictive" new year's resolutions, urging them to "Take Life One Sip at a Time" as a way to nourish their wellbeing.
The agency has already developed a campaign called "Redefining Resolutions" that challenges Canadians to reconsider their approach to "restrictive" new year's resolutions, urging them to "Take Life One Sip at a Time" as a way to nourish their wellbeing.
The brand is working with "happiness expert" Dr. Gillian Mandich on an awareness program that includes national media relations and TV segments aimed at helping Canadians achieve happiness and balance in their life.
It also includes paid partnerships with wellness influencers, direct mail pieces promoting the concept of "Positivi'tea," and a media partnership with Châtelaine magazine.
Mandich, meanwhile, will introduce audiences to the concept of "savouring" the small things that bring happiness—from sunshine, to the beauty of a flower and, of course, the warmth and aroma of a cup of tea.
According to research conducted by Tetley, Canadians tend to lose motivation when it comes to new year's resolutions, with 42% characterizing them as a "waste of time." The brand concludes that Canadians are "too overwhelmed" to make a commitment.
The company said it chose Strategic Objectives on the basis of its "refined blend of experience" in the lifestyle, wellness and food and beverage categories.
The fact that 10% of the agency's staff is also British means that they're attuned the what senior account director Laura Blott described as the "transformative power of a great cuppa."
"A cup of Tetley Live tea is an invitation to pause, and our campaign will help Canadians to unlock the experience of living life in the moment," said Blott. "Here's to a partnership steeped in passion and flavour."
