Direct news: Tetley backs line with door-drop

Tetley is targeting women aged 45-64 with a door-drop encouraging them to try its fruit, herbal and green teas.

Created by EHS Brann Cirencester, the campaign begins in September, initially in the South and South-East.

Recipients will be sent a pack promoting the 12 variants in Tetley's range. It will contain three product samples. The door-drop will also include a questionnaire, allowing Tetley to capture information on tea drinkers and build its relationship marketing database.

If successful, the door-drop campaign will be rolled out across the rest of the UK later in the year.

In April Tetley hired digital agency Dare to develop online promotional activity to build awareness of its range.

While Tetley wants to cash in on growing demand for herbal and flavoured teas, black tea still accounts for more than 90% of the market.

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