Harrod & Mirlin wins Tetley brand

Lyons Tetley Canada has picked Harrod & Mirlin of Toronto to handle advertising for Tetley brand, which includes regular tea, specialty teas and iced teas.Mississauga, Ont.-based Tetley and Foster Advertising, its agency of 20 years, parted amicably in April when Foster...

Lyons Tetley Canada has picked Harrod & Mirlin of Toronto to handle advertising for Tetley brand, which includes regular tea, specialty teas and iced teas.

Mississauga, Ont.-based Tetley and Foster Advertising, its agency of 20 years, parted amicably in April when Foster was merged into parent company McCann-Erickson because of a conflict with worldwide account Nestea.

h&m principals Ian Mirlin and Brian Harrod worked on Tetley for many years while at McCann-Erickson.

At the time of the split, Nick Kilby, Tetley marketing manager, says there was an immediate requirement of advertising to introduce flavored iced teas and relaunch rejuvenated versions of Tetley’s other iced tea products.

Geoffrey B. Roche & Partners of Toronto was chosen for the $1-million project.

The resulting advertising, which included fast-paced tv commercials directed to a younger target – late teens to earlier 20s – was a complete departure from campaigns for hot tea, which have featured the Tetley Tea Folk characters for 20 years.

Kilby says the Tea Folk will continue to be used for hot tea, but adds Tetley has not decided whether the characters will be incorporated into other areas of the business.

‘We do see iced tea as a separate category from hot tea, with a different target market and different reasons to drink the products,’ he says.