The new "Typhoo v's" campaign depicts alternative morning 'wake-up' methods for families who have been asked to give up their typhoo. These include buckets of water, a cockerel and a drill sergeant. The ads all conclude that Typhoo is "The best way to wake up".
All ads and sponsorship idents are shown between 6.30 and 9.30am. Sponsoring GMTV completes the 'owning the morning cuppa' strategy. The campaign launched in January 2004 and although there are no firm sales results available yet, qualitative feedback from GMTV viewers and other audiences such as the trade has been very positive.
The problem Typhoo faced was that like most tea brands, Typhoo has no real product USP. CHI was briefed to find a big idea that allowed Typhoo to own an emotional territory that would motivate drinkers to purchase. The strategy aimed to own a specific tea moment in peoples days - their first cup. This cup could be at 6, 7, 8am or even later in the morning - whenever its drunk it is fundamental to kick starting the day and nothing can beat it.