Tetley Tea, an international producer of teas owned by Tata Global Beverages, has created a new appearance to give the brand a unified identity throughout the world.
The launch of Tetley Tea packaging starts with Australia and the UK, and hits US store shelves starting in September.
The company said this roll-out of the new Tetley Tea packaging will happen in concert with promotions and social media executions that support the brand’s campaign to rethink Tetley and Rethink Tea.
Tetley Tea owner and marketing director for Tata Global Beverages Deborah Glasser said that the new design leverages the company’s brand strength with consumers on a worldwide basis, while continuing the strong positive emotions people have for Tetley Tea on a local level.
We did retain our signature Tetley blue – and, of course, our distinctively delicious flavor, Glasser said.
Tetley Tea has presence in around 70 countries around the world, and boasts a long-standing relationship with the Ethical Tea Partnership, an organization that monitors living and working conditions on tea estates.
All Tetley branded tea, including flavored and decaffeinated varieties, will also be part of the Rainforest Alliance certification program, which is scheduled for completion by 2016.
Tetley products sourced from Rainforest Alliance Certified farms will be available in the US in 2012. Globally, certified products will be available in the UK and Canada in early 2011.
In addition to Tetley Tea, Tata Global Beverages also includes Eight O’Clock Coffee and Good Earth Tea.