There is no arguing that tea is a cultural phenomenon. How it has shaped the traditions and rituals around the world is the envy of many a crop or human product. The influence of tea has been so massive that these traditions and rituals have come to be collectively referred to as tea culture. However, it would be a mistake to think that there is only one. In fact, each region of the world has its own tea culture, and there are specific differences from country to country. It is not entirely wise to assume that if you have a first-rate knowledge of Chinese tea rituals, you will succeed in, say, Japan, India, or the UK. Nor will teahouses and tea parties follow the same established patterns everywhere.
Of course, as Europeans, we are probably closest to the British tradition, which is actually the reason why tea has inherently permeated Western popular culture. Five o’clock tea is a quintessentially British invention, but at the height of the colonial boom, the idea took root in various alternatives in faraway British Indochina, where it merged with established traditions to create entirely new and unrecognised tea cultures. Some prefer, for example, oolong, others green, black, white, or yellow varieties. But the fact is that the tea identity of each region is preserved and, for the uninitiated, this is a great opportunity to gain an understanding of the relevant genius loci.
These imprints are, of course, also visible in the marketing of companies involved in the tea industry. That is why we have collected ten of them for you, carefully selecting the top-quality tea leaves...
Tata Tea - Jaago Re
Let’s start with the globally largest tea market, which is unsurprisingly India. Few countries in the world can boast that their populations are tea rather than coffee drinkers, and the world’s most populous country is the most prominent of them. This reality has an imprint in the marketing of companies doing business in the tea industry, whether they are headquartered in the region or the former colonial power, Great Britain. Tata Tea belongs to the former group with its parent company Tata Consumer Products being one of India’s food giants. Although headquartered in Mumbai, it has set up business operations around the world. It is the second largest tea producer globally. Worth mentioning is the Jaago Re project launched in 2008. It is an important socio-cultural platform through which the company fights against various ills in Indian society. Initially, it was primarily targeted against corruption in public administration and voter empowerment in socially excluded communities. But it has since become an important forum for debate on human rights, climate change, or issues of social equality. So it is literally a movement that is, perhaps surprisingly, backed by a tea producer. This is also reflected in the company’s marketing - every year they bring a new social awareness campaign. Here are a few of them.
Video: Tata Tea - Voting (2012)
Video: Tata Tea - Badi Duty, Choti Duty (2012)
Lipton Brisk - Eminem Super Bowl Commercial (2011)
If you have ever wondered why Eminem doesn’t do commercials, look to advertising for the answer. And where else would you find a rare commercial appearance by the hip-hop megastar than in a presentation designed for the Super Bowl? This connection is logical, it may be more surprising that the commercial in question is promoting Brisk iced tea and is entirely animated. What you learn from the commercial is that every time someone comes to Eminem with an offer for a commercial, they end up finding out that he hates their product. And when he finally found the perfect product, Brisk iced tea, there were so many corporate regulations attached to it that for a creative who is famous for writing, composing, and producing all his tracks himself, there was no point in doing the job. But for Super Bowl viewers, it was a real treat in 2011.
Video: Lipton Brisk - Eminem Super Bowl Commercial (2011)
Taaza Tea - Airport (2018)
Tea is a miracle drink. It is so miraculous that from time to time it can give its drinkers supernatural powers that they had no idea of before. This is, of course, hyperbole to a certain extent, but it has been artfully capitalised on by the advertising of the popular Taaza Tea. The premise is simple - a flight attendant gets into a conflict with an arrogant local politician at the check-in terminal of a hectic airport. At first, she lacks the courage to put him in his place, but her demeanor changes completely after a cup of tea. But the amusing scene has a deeper meaning that is intrinsic to the tradition of drinking tea. It is a means of achieving inner harmony, albeit for a moment. This is something very rare these days, and if you are able to achieve this state of inner equanimity, you can consider yourself lucky. And if you still have some reserves in this regard...try the same trick with Taaza Tea.
Video: Taaza Tea - Airport (2018)
Taj Mahal Tea - Khud Se Milo (2019)
The five o’clock tea tradition as a regular daily oasis of calm and contemplation is certainly not unique to the British Isles. Tea rituals have an even firmer place in the culture of the Indian subcontinent, and few television advertisements capture this reality as harmoniously as those for Taj Mahal Tea. India is currently the most populous country in the world, so moments of tranquillity are rarer here than generally accepted clichés suggest. For the natural harmony of life, you must go to the countryside and take the tea rituals with you. It is this ideal combination that is captured in this short spot - combining traditional Indian music, beautiful nature offering solitude, and of course the enjoyment of high-quality tea. Moreover, Taj Mahal Tea is one of the brands in the Brooke Band’s portfolio, and it is perhaps not surprising that this company has long been known in the advertising world as someone who does not miss an opportunity to pay homage to folk culture, especially local musical traditions.
Video: Taj Mahal Tea - Khud Se Milo (2019)
Gold Peak Real Brewed Tea - Real Comforts of Home (2019)
Not everyone has an Indian forest behind their house, and not everyone has the patience for the chado ritual. Some people just want to enjoy time with their family or friends - and that is okay, as long as it is really quality time with the right equipment. In short, you can enjoy real comfort at home. Iced teas are a special category - no other similar product needs to emphasise so often in its promotion that it really is what its name suggests. On the other hand, other products do not have to do this and their authenticity can also be questioned. What Gold Peak Real Brewed Tea is trying to say in this commercial is that preferring quality makes a difference, because it is the only thing that will allow you to truly relax. And this is true of teas, food, and people.
Video: Gold Peak Real Brewed Tea - Real Comforts of Home (2019)
JFOODO - A Journey to Simplify You (2020)
Have you ever heard of the national Japanese green tea ocha? If not, you have definitely heard of Marie Kondo, a woman from Japan who explained how to clean efficiently and effortlessly to people around the world on her Netflix show. What do ocha and Marie Kondo have in common? For example, a 2020 advertising campaign by JFOODO, a government agency in charge of promoting traditional Japanese products abroad. It is a very well-functioning connection - Marie Kondo is the granddaughter of a tea ceremony mistress, a title associated with great social prestige in the island empire. So she has been very close to green tea from an early age. JFOODO could hardly have looked for a more suitable ambassador. Even in today’s accelerated times, ocha is not losing its popularity; it is one of the most popular drinks among Japanese millennials, which is also the message the agency intended to export abroad. In fact, honoring regular tea traditions can bring surprising harmony to your life...just like following Marie Kondo’s cleaning rules.
Video: JFOODO - A Journey to Simplify You (2020)
Pure Leaf Tea - NO to FAKE. YES to REAL (2021)
The Pure Leaf Tea ad is another excellent example of dealing with the iced tea dilemma. This particular ad includes an implicit socio-cultural commentary on the ongoing debate that there is no shame in saying “no” to anything. It is in fact a regular way of expressing nonconformity, the adoption of which is primarily a sign of willpower and personal autonomy. This is the idea behind a relatively flashy TV ad for an equally flashy iced tea offering a range of fruit flavours but definitely NO preservatives, and definitely YES real fruit extracts. The ad is very impressive, which helps greatly to differentiate the brand from the classic competition, without the need to specify who the FAKE accusations refer to.
Video: Pure Leaf Tea - NO to FAKE. YES to REAL (2021)
Lipton - Have Some Tea with Cousin T (2021)
Tea, in whatever form and state, is simply a timeless product. But that doesn’t mean that marketers of the world’s most famous brands can rest on their laurels. On the contrary, they must relentlessly monitor the latest social media trends and adapt their current marketing strategy accordingly. Lipton’s UK headquarters understands this very well. Leaving aside the fact that the company’s portfolio also includes soups and side dips, its main pride is loose, bagged and iced teas. Lipton has a strong social media presence, marketers understand well that they are part of the pop culture space and often show this in their social media campaigns (which often use popular memes) and in TV advertising. In 2021, for example, they invited viewers to a barbecue with rapper T-Pain aka Cousin T, another example of great work with influencers and celebrities. On the one hand, the tea is hidden right in the rapper’s pseudonym, and on the other hand, it is presented as something that cannot be missed at any relaxed family event. Moreover, the whole presentation has a very strong sitcom feel that is easily readable and popular, especially for the American audience. In short, it is always good to be aware of your place in the pop culture scene and not be ashamed of it.
Video: Lipton - Have Some Tea with Cousin T (2021)
Yorkshire Tea - Patrick Stewart Ad (2022)
Tina is leaving work and her colleague Patrick would like to say a few words to her. This is how the commercial for British Yorkshire Tea subtly starts... but of course, most viewers are expecting a plot twist at this point. The colleague is not just any office nerd but Sir Patrick Stewart and the words he has in store for Tina are truly Shakespearean in quality. It is an advertisement that is full of dry British humour - Stewart is a regular consumer of Yorkshire products, only he usually prefers their coffees. But he said he enjoyed filming the tea ad. So much so that he didn’t hesitate to call it one of the highlights of his career so far on social media. It is undoubtedly a great compliment to any tea to top countless theatrical interpretations of world classics, Star Trek and X-Men.
Video: Yorkshire Tea - Patrick Stewart Ad (2022)
MOOD Tea - TVC via Dentsu Creative (2023)
Have you become accustomed to pro bono PR campaigns that appeal to your best character traits and compel you to do good at all costs? Well, get ready, because MOOD Tea has a real jerk for you instead of the classic engaged celebrity or cute little kids. The MOOD Tea brand was intended from the start as a charity project - the drinks in the company’s portfolio aim to boost mental resilience, which permeates through the debate about psychiatric illnesses, and in particular the issue of the rising suicide rate. Each MOOD Tea campaign has a charitable focus to support the mentally ill, and this particular one, for example, raised around ten million dollars. But not everyone buys MOOD Tea to help someone. Maybe the jerk in the commercial just likes it and enjoys it as much as abusing his wife by manipulating the flow of hot water. Still, in the end, he is contributing to a good cause, even if for downright selfish reasons. On the other hand, MOOD Tea makes no pretense, and that level of self-reflection is certainly refreshing at least as much as the teas.
Video: MOOD Tea - TVC via Dentsu Creative (2023)
The many themes of the ads selected above were meant to paraphrase the aforementioned variation in tea-drinking traditions, of which there are a plethora around the world. Traditions are to be respected, but if a ground-breaking concept emerges, there is no need to worry about breaking them either. This is the endless challenge of the tea industry, which in its marketing must always balance these two extremes - not denigrating traditions while trying to innovate them in its own way. Always preserving the good while coming up with ideas that are fresh and move with the times. In short, it is a bit like the mission of a tea ceremonialist - you must always be able to separate the low-quality tea leaves from the high-quality ones at all costs. And that is how you achieve the harmony you want.
