The sound of Tetley
There's nothing quite like a cuppa. And there's nothing quite like the feeling of hearing the new sound identity for Tetley to get you in the mood for a cheeky morning...or even afternoon brew.
We've been brewing up a rather comforting identity for the nation's favourite cuppa - Tetley. And with a little help from vocals by Jill Scott MBE, the former England professional footballer, we're telling the nation “That’s better, that’s Tetley.”
Challenge
Tetley needs to pack a punch in its brand comms. And what better way to leave a lasting impression than leaving the nation with an earworm. The sort of earworm you find yourself humming when you think about turning the kettle on.
Approach
The new sound logo has been created to reflect the Tetley’s comforting, confident, simple and harmonious brand qualities, with the main melody featuring teaspoons ringing off the side of a teacup, accompanied by voices and acoustic guitar.
“ Our mnemonic is intended to combine the familiarity of that ritual with the warmth and well-rounded taste of a Tetley cuppa, to make it instantly recognisable as the brand's audio signature. Pairing the voice of Jill Scott and the mnemonic has created something that will soon be unmistakably Tetley. ”
Apoorva Goyal
Marketing Manager, Tata Consumer Products
“ Making a cup of tea brings emotive feelings to so many people and therefore provided the perfect platform for creating a comforting and memorable sonic to accompany the brand’s advertising campaigns. ”
Erin McCullough
Brand Music Consultant, DLMDD
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