Tetley Make TV Sell Tea
Yesterday I bought a pack of ‘Tetley Extra Strong’ tea.
‘Exciting!’ I hear you cry. Not really, but it’s one of those rare occasions when I can link the purchase directly to a TVC advertisement spot that I witnessed the previous night. So clear was the link that I actually thought about the whole process as I parked the item in my trolley.
There I was in isle 11 thinking, this is odd because the execution of the ad wasn’t that good (it’s some contrived narrative about an extra ‘strong’ grandma; you’ve probably seen it). But, it worked, I logged it and I bought the product. A fine victory for Tetley Tea, but I had to ask myself why..?
If the narrative was rubbish, why did my brain insist on telling me I needed the tea? I guess it’s because I like strong tea and I was told that a new form of it now existed. I then happened upon the item in Sainsbury’s while all of this was ‘front of mind’.
So, did the narrative matter? Probably not, it was probably just a bulletin type experience: NEW STRONG TEA IN SHOPS NOW.
Whatever, it just worked.
This isn’t the first time I’ve tried to work this shit out, and you know what, it’s not the last. It scares me a bit. I keep banging on about how it’s all changing, about engagement and that the brand is the experience. And then I go buy some tea off the back of a 15’ (rubbish) TVC I saw on channel 5.
I know it’s only tea and it’s not really a ‘big’ purchase, but still, it’s hard to ignore the evidence.
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