It's in the dunking: The art of tea drinking.

To tie the whole brand together, the tab across the eyes to keep identity secret was made the same colour as the Tetley logo, so it was easily identifiable from first glance. The b/w image made the subject anonymous, apart from their tea drinking habit - the campaign being that the viewer would associate with Tetley through their habits when drinking tea & want to be part of this by developing a habit/ sharing with others what their habit is.

The habit of tea drinking, developed into phrases, used by the likes of the target market - almost insulting, but humorous when applied to the art of tea drinking. This idea then formed into that these habits perhaps were 'secrets' or dirty habits, which the drinker would not want to be identified for - hence the blanked out mugshot.

So we sat down, had a brew & some bics & I thought about it.

(Note: The poor dunking skills of the non-tea drinker)

First idea - weapon of choice - idea was everyone has a preferential cup when drinking tea (or so I'm told) Although the impact was simple yet effective, I wanted something that really tapped into people's 'drinking habits'

Tetley Tea brief - 2nd HND brief (1st year) Advertising campaign, make Tetley appeal to students.