The Good Tea

Ecotone-owned tea brand Clipper has today unveiled a new pan-European integrated campaign, THERE’S TEA, THEN THERE’S GOOD TEA.

The campaign, the first to be created by independent creative agency isobel since it was appointed as the tea brand’s European Creative agency last year, communicates Clipper’s Fairtrade and organic tea that supports biodiversity.

Anchored with the strapline, There’s Tea, Then There’s GOOD Tea, the campaign will acknowledge that it takes more than just taste to make good tea. It also takes ethical and sustainable sourcing, natural ingredients and a fierce commitment to protect biodiversity to make a truly good cuppa.

The work uses colourful Clipper-style illustrations drawn humorously over animals in nature, to celebrate the joy that comes from making a more sustainable choice. The work was animated by Seed Animations and features bespoke music tracks, composed by Lostboy.

Ben Sump, Executive Creative Director at isobel states: “Clipper is a joyous brand with a wonderful, genuine personality. They aim to make good tea in all senses of the word. Most tea brands claim to make a delicious cuppa, but Clipper know that it's only really good, if it's a natural and fair cuppa too.”

The campaign will break in the UK first, from 15th January, across TV, VOD, social and OOH, before being rolled out across other European markets later in the year.

Hayley Murgett, European Head of Category, Hot Drinks at Ecotone sates: “We want to persuade more consumers to question their tea choices as not all tea is fair, or natural. With that objective in mind, our new campaign is striking and memorable work that heroes the goodness of Clipper, while campaigning for the protection of biodiversity. I can’t wait to see the impact that it has with consumers.”

The advertising will be supported by new Clipper packaging, including a number of eye-catching limited-edition packs, in-store activity and an on-pack promotion, developed by Straight Forward Design.