Tetley
Overview
Tetley is Canada’s undisputed market leader in the tea category in both regular and specialty tea. Innovation has helped the brand maintain this position. 2008 was no exception; Tetley introduced a new tea, unique in its exotic and full flavour: Tetley Red tea. Roiboos, as it is commonly known, is healthful and antioxidant-rich making it a perfect fit for the Tetley family.
Tetley knew that tasting Red was key to converting new drinkers to the product. However, reaching consumers and encouraging trial of this virtually unknown flavour was a challenge given that marketing initiatives and the extremely tight budget were focused primarily on awareness.
The agency was challenged with generating trial of the new product in the most cost-effective and efficient way possible.
Competition in the tea category is exceptional. Although Tetley is a category leader, there is significant clutter in terms of messages, brands and price points. Many specialty brands have entered the category lately in addition to the expanding list of skus from major, store and coffee shop brands. Tetley needed to leverage its reputation and leadership position among its consumer base to motivate trial of the new product. The Objective. Encourage trial of 12,500+ samples
Strategy
Develop a brand ambassador program, built on a key insight: consumers will reward a brand's trust in them with an even greater commitment to the brand. We knew that Tetley Red tea was a great product. We knew that we could rely on loyal Tetley consumers to become advocates and distributors of Red if they were offered the opportunity. All that was needed was a plan to bring them on board.
With Halloween on the way, an ideal opportunity for a cost-effective distribution and word-of- mouth campaign was clear. It was the once day of the year that friends and neighbours were literally knocking on Tetley Ambassadors’ front doors.
Tetley has been building a database of consumers for the past 5 years. This database had not been mined extensively in the past. Using the data available, the agency identified a group of registrants who were:
- Confirmed Tetley drinkers
- Loyal to Tetley (vis a vis their reported behaviour)
- Average response rates for email: 5-10% response to each of the initial request and survey
- Demonstrated an interest in trying new products
Program Description
Make the Tetley Ambassador’s home the destination on the block that friends and neighbours will remember on Halloween night. As kids got a treat in their bag … mom got a treat in hers! A one- week trial size box of Tetley Red tea.
There were three phases to the program:
- In early October an email was sent to 3,500 Tetley consumers in urban Toronto, Calgary & Vancouver, inviting them to participate in the Halloween Ambassador program. A contest overlay (win a $1000 gift card) was included to motivate response.
- When all responses were in, a second email confirmed participation and mailing address. Fifty trial size boxes of Tetley Red, each with seven bags plus a coupon, were delivered to the Brand Ambassadors several days before Halloween. Tetley simply asked that Brand Ambassadors try Tetley Red and share the samples with their neighbours. As a thank-you, Brand Ambassadors were also given a full size canister of Tetley Cinnamon Spice Herbal Tea.
- Post-Halloween a follow up email was sent encouraging feedback via an online survey. Respondents to the survey would be entered into the $1,000 gift card sweepstakes.
The Results
UNBELIEVABLE response! Tetley wasn’t ready for the overwhelming support and response from their loyal consumers.
- Participation was 350% above goal, with 1,125 participants versus objective of 250.
- 32% response to email invitation – by far exceeding any direct response benchmarks for response of 5 – 10% among existing consumers.
- 56,000 samples distributed to parents and grandparents walking their children on Halloween night. 78% above expectations!
- 80% of respondents to the 3rd email completed the survey! Well above the 10% typically expected in direct response.
- Responses indicated strong word-of-mouth buzz from this activity - 87% indicated they would recommend the product to a friend.