Abstract:

Brooke Bond Dividend 'D' Tea was relaunched two years ago using a television campaign of cameos of people enjoying drinking the tea. The follow-up campaign 'Talking Tea Cups' featured cartoon treatments of teacups in black and white and was based on the theme of 'refreshingness'. In planning for a new campaign research was required to examine this campaign in terms of the mechanics of how it has been working and its potential as a theme for development.