LiquidThread, Starcom MediaVest Group’s branded content division, has today launched a unique social activation campaign for Tetley to celebrate and drive awareness of the beverage manufacturer’s new Super Green Tea Boost and Immune ranges.
The campaign will see LiquidThread run a unique social reactive campaign, adopting a ‘Surprise and
Delight’ approach. This will be implemented on Twitter with social listening to identify people in need of a pick me up, in alignment with the benefits of the new Super Green Boost and Immune products.
The campaign will generate relevant conversations with potential customers to introduce a feeling of delight. Activity will involve sending a personalised tweet and bespoke images featuring Tetley’s product hero, Super Gaffer.
The social element of the campaign will be followed up by sending targeted users a complimentary taster sample of Super Green Tea Boost and Immune tea with the aim of driving a positive association with Tetley.
Alexandra Dunn from SMG’s LiquidThread , said: “This campaign is a real testament to SMG ‘s expertise in social targeting and creating truly bespoke consumer experiences. By engaging with target users directly, we are able to communicate with them on a personal level and provide them with a sample of Tetley Supergreen tea to help them during the winter season.”
Alex Sowden, Senior Brand Manager at Tetley , said: “We wanted to create a positive association with our new Super Green tea range to support consumers during the cold winter months. SMG’s approach was innovative and creative by combining social listening with direct marketing to target potential customers in need of a pick me up.”
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About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. We believe experiences matter. They enhance lives and build brands. We bring brand experiences to life through SMG's three global award winning agency brands: MediaVest, Starcom and Spark. In 2014, SMG was named Media
Network of the Year at the Cannes Lions International Festival of Creativity. SMG was also named
Festival of Media Global Network of the Year for the second year in a row, and the fourth time in the last six years. Ranked the number one global media network in billings in the world by RECMA, SMG
( www.smvgroup.com
) encompasses an integrated network of human experience strategists, investment specialists, content creators and digital & technology experts. With over 8,000 employees in 130 offices worldwide, SMG partners with the world's largest marketers including The
Coca-Cola Company, P&G, Samsung, and Walmart, as well as new establishment brands including
Spotify, Twitter, LinkedIn and Airbnb. SMG is part of Publicis Groupe [Euronext Paris FR0000130577,
CAC 40], one of the world’s leading communications groups.

Tetley
Tetley is a British beverage manufacturer, and the world's second largest manufacturer and distributor of tea. Tetley's manufacturing and distribution business is spread across 40 countries and sells over 60 branded tea bags. It is the largest tea company in the United Kingdom and Canada and the second largest in the United States by volume. It is a wholly owned subsidiary of Tata Global
Beverages.
Press Contact
SMG
Rupert Smith, UK Director of Communications and Brand Marketing rupert.smith@smvgroup.co.uk
0207 190 8195 / 07580 463275
MWW
Luci Herring
Samantha Clayton lherring@mww.com
0203 725 2335 / 07908 969 104 sclayton@mww.com
0207 046 6080 / 07837 053 473
Group address SMG@mww.com