Thursday, May 17, 2012

Lyons Tea Launches New Range

Lyons Tea's latest campaign has just gone live, promoting the launch of a new range of richer tasting tea specially designed for the Irish tea-loving palate. Made using a unique pressing technology, the tea leaves are pressed at different stages during fermentation in order to capture and preserve the genuine and refined taste of fresh tea in each blend:
  • Fresh Blend: A refreshing pick-me-up - the tea leaves are pressed within hours of picking to give a uniquely clean, smooth, golden and fresh-tasting tea.
  • Gold Blend: The rich full flavour tea, that tea drinkers have always loved, enriched with some pressed tea leaves.
  • Evening Blend: Perfect for the moments of relaxation…a delicate tasting blend that combines lightly pressed leaves and decaffeinated tea.

The campaign is primarily driven by a new tv ad (above) that tells the story of Lyons Tea’s new pressing technology and its role in ensuring Lyons Gold Blend is now Lyons richer tasting tea. The introduction of the pressing technology presented a unique opportunity to reinforce the richness of Lyons Gold Blend, the hero product of the new range.

While seeking to communicate the new technology behind the range, the commercial still remains set in the Lyons word of talk. Once again the Lyons Master Blender and Apprentice reprise their roles at the heart of the Lyons Factory.

The 30 second commercial was created by Rothco. Shooting took place in Kiev, where the original Lyons Puts the Talk into Tea campaign was also shot in 2010 and post production was carried out in Dublin’s renowned Windmill Lane studios.

Like the originals, the commercial was directed by Irish director Steven St Leger, working with his long-time collaborator, cameraman James Mather.

Speaking on the launch of the new range, Nicola Tougher, Marketing Manager, Lyons Tea, said, “We’re really excited at Lyons Tea to introduce our two new richer tasting blends to the Irish market, Evening and Fresh Blend. The new pressing technology has been used for the whole range to enrich Gold Blend, the hero of the range together with two new blends Fresh and Evening. For our latest TV commercial we brought back our much loved Master Blender and his young apprentice. While we sought to communicate the new technology behind the range, we also wanted to ensure talk and humour were still very much at heart of it and we're delighted with the final result."

The campaign kicked off this week and as well as TV also includes radio, outdoor, digital and PR support.

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