The Tea Council

We all love a cuppa, and tea is still the most popular drink after water. But it’s also in decline because of changing work patterns and competition from those nasty cold drinks.

We gave young professional women ‘permission’ to drink four cups a day. Why? Because it’s good for them.

Wave one of the campaign ran on the London Underground, outdoor and in the Metro. Due to its success, the campaign has now been extended to reach a national audience and will be running in major women’s magazine titles until March 2009

What's good about it?

It worked. Awareness levels were high (up to 62%), and the view that ‘tea is a natural source of antioxidants’ showed a big rise from 48% to 60%.