The Perfect Cuppa

More than half of Irish tea drinkers believe “you know them” if you can make their perfect cuppa!

Today, Lyons Tea have released some really interesting research conducted for them by Amárach Research. The research shows that 51% of Irish tea drinkers feel that someone knows them if they can make them a cup of tea to their particular liking. Perhaps even more interesting, 20% of people said that they judge people on their tea-making skills.

Some other interesting facts thrown up by the research were:

• More than 80% of Irish people drink tea every day
• On average Irish people make three cups of tea each day in work alone
• Using a specially developed pantone range of tea shades; from ‘perfect tan’ to ‘milky way’, it was releaved that ‘perfect tan ’is the best tea shade for 20% of Irish people
• Also, 58% of Irish people take their tea without sugar or sweetener

The research comes on the back of the launch of Lyons Tea's newly crafted range of richer tasting tea. Don't be fooled though, there is real innovation here with Lyons Tea having developed a brand new, unique pressing technology. The new process means that 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: When in need of a 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 moments of relaxation…a delicate tasting blend that combines lightly pressed leaves and decaffeinated tea.

Speaking at the launch of Lyons Tea’s new richer tasting range, Nicola Tougher, Lyons Tea Brand Manager, said, “We’re delighted to introduce our new range as Irish people have a passion for tea like no other nation, with a very refined palate. Our new range of richer tasting tea caters for just that! The two blends, Fresh and Evening, are totally new with a unique fresh taste achieved with our innovative and exclusive pressing technology. It’s a new chapter in tea!”

Dr Eddie Murphy, Clinical Psychologist (of RTE’s Operation Transformation fame), commented on the research, “It’s interesting to see what impact tea can have on relationships. It’s about noticing the small little things, the little things that become big things that enliven relationships. Small courtesies, warm smiles and making a cup of tea the way someone likes it, shows recognition and awareness - that you care about them. When people make tea for someone they’re making an emotional connection which in turn increases fondness and trust, thus enabling the relationship to grow and develop.”

Dr Eddie Murphy continued; “Unsurprisingly an overwhelming majority consider tea as a source of comfort – the ultimate problem solver. It’s the first thing we do when we hear bad news and in turn have something to celebrate. What the Lyons Tea research also reveals is that Irish people find it increasingly difficult to switch off and even experience guilt when relaxing. In terms of support networks the Irish mother maintains her legendary status as a central support figure however when we want to be cheered up best friends or partners are much higher on the list most likely as mothers tell you how it really is while best friends tend to dress things up and tell you what you want to hear!”

The new campaign has slotted in to the existing 'Talk' creative driving all of Lyons Tea's current advertising:

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.

Lyons Tea

Hopefully you enjoyed the three previous posts I've written on Lyons Tea and the ads in their ‘Master Blender’ campaign series. First up was 'Footie Talk', followed by 'All Talk' and then 'Rich Talk'. Now I'm delighted to share the fourth and fifth instalments in the series: 'Girl Talk' and 'Wild Horses'.

The most popular of the first three ads was 'All Talk'. It featured two loveable characters in an office, having a tea break and talking about their experiences in the gym. I'm sure you'll be delighted to hear that 'Wild Horses' sees the return of these characters. Just watch...

Talk To Joe With Lyons Tea

RTÉ Radio 1 announces Lyons Gold Blend Tea as
new sponsor of RTE Radio 1’s Liveline with Joe Duffy

You may have noticed that I have a bit of a soft spot for Lyons Tea - you can find several posts on their recent work here on Digitology. So I'm delighted to announce that Lyons Tea has joined forces with RTÉ Radio 1’s Liveline. The Lyons Gold Blend brand – “the richer tasting tea” – will is now the sponsor of the country’s 2nd most listened to radio show (398,000 listeners) with an exciting 12 month sponsorship deal.

Liz Finlay, Marketing Manager, Lyons Tea commented: “We are thrilled to be the new show sponsor. Lyons Tea has long been associated with the art of conversation through its ‘Talk’ campaigns and there is no better talker or facilitator of talk than RTE Radio 1 presenter Joe Duffy – it’s the perfect pairing.”

Tara Farrell, Sponsorship Manager, RTÉ Radio said: “The Lyons Tea Liveline sponsorship is a significant one for RTÉ Radio 1. Lyons Tea, of course, is an institution, and so is Liveline. We look forward to a successful year ahead for both partners and, yes, lots of talk!.”

The sponsorship package includes six sponsor credited stings per day, a 12 month presence on the Liveline home page, podcast sponsorship plus sponsorship of all Liveline Funny Friday outside broadcasts.

Lyons Tea Calls On All ‘Mugs’

Trade in your old mug for Lyons Tea special edition Gold Blend mug as part of Christmas mug giveaway

Lyons Tea last week announced the details of their first ever 'Mug Scrappage Scheme' taking place this Thursday, 17th November, at 11am on Dublin’s South King Street (top of Grafton Street). The Scheme offers tea drinkers the chance to trade in their most unwanted mug and walk away with the much-coveted Lyons Gold Blend mug.

Every tea drinker has their favourite mug. It's the right shape, the right weight and it always makes the perfect cuppa. However, since the airing of Lyons Tea Gold Blend television advertisement, tea drinkers all over Ireland have been itching to get their hands on the now famous red Gold Blend mug featured in the ads. On top of that everyone has an unwanted mug that they would love to get rid off. Perhaps it harbours unhappy memories from a past love, is too thick-rimmed, too big or too small - the reasons are endless. So, between these two situations the 'Mug Scrappage Scheme' was born.

Don't worry though, if you can't make it into the city centre this Thursday, you will be able to get your own red mug with every purchase of Lyons Gold Blend 160 pack this Christmas.

For those that can pop in, the Lyons Tea Team will be on hand to accept all unwanted mugs and of course hand out the popular Gold Blend mugs in return, with lots of Gold Blend tea sampling for everyone who comes along.

What happens to all these unwanted mugs you may ask. Well, as part of its Mug Scrappage Scheme, Lyons Tea has teamed up with Age Action Ireland to put all tea drinkers’ unwanted mugs to good use by selling them in their charity shops.

Liz Finlay, Marketing Manager, Lyons Tea comments, “Tea drinkers place almost as much importance on their mug as they do on the actual tea within. There has been so much demand for our red Gold Blend mugs that we thought a mug scrappage scheme would be a fun way to distribute the sought-after mugs. We hope to see everyone on Thursday 17th trading in their unwanted mugs and in doing so helping to support Age Action.”

Tea drinkers can also add to their mug collection through Facebook where there's a chance to win Lyons Gold Blend red mugs in the lead up to Christmas.


About Lyons Tea
· Lyons Tea employs expert master blenders and tasters to select the best blends and combination of some of the finest teas from Kenya, Assam from India and Ceylon from Sri Lanka to produce the highest quality tea. Lyons Tea is available from leading supermarkets and retailers nationwide.
· Lyons is Ireland’s number one tea brand with 43.9% market share***; Lyons is an iconic Irish brand with more than 100 years of tradition in Ireland, having started business in Dublin in 1902 near Christ Church Cathedral. It is now owned by Unilever Ireland.
· Lyons Tea is Ireland’s favourite tea. The Lyons Tea range includes Lyons Gold Blend, Lyons Original Blend, Lyons Gold Blend Reserve, Lyons Kenya Blend, and Lyons Decaffeinated Tea. Lyons Green Tea is available in original, with Lemon and with Mint. For further information on Lyons Tea visit www.lyonstea.ie
· Lyons tea is currently working with the Rainforest Alliance - independent experts in sustainability and by 2012 all our tea will only come from Rainforest Alliance Certified™ farms.

***AC Nielsen October 2011

Lyons Decaf - ‘Same Great Taste, Same Great Talk’

Lyons Tea has just launched its latest advertising campaign. ‘Same Great Taste, Same Great Talk’ supports Lyons Decaf tea and will run with targeted print, outdoor and online advertising and PR activity.

Decaf is the second fastest growing category within tea in Ireland at +6% (value) compared to the fastest growing, Green Tea at +11%. The Decaf market in the UK is worth £32.3m up 13.5% versus the previous year and Decaf is the fastest growing category in tea in the UK, pointing to the strong potential for growth for Lyons Decaf in the Republic of Ireland. Lyons Tea research has demonstrated that almost 90% of Irish people drink tea with the average Irish person drinking around four cups a day - an estimated 300 litres per person per year. However, Decaf tea household penetration is just 7%, half that of Decaff coffee in Ireland which has 14%.

Liz Finlay, Marketing Manager, Lyons Tea comments, “It is interesting that Irish people are more likely to buy Decaf coffee than tea… Given that so many Irish people love tea! Lyons Decaf is a great alternative for people trying to reduce their caffeine intake, with the same great taste as Lyons Tea is famous for!”

Lyons Gold Blend announces Ireland’s Top Storyteller

The storyteller from Dublin lived happily ever after…

Today, Lyons Gold Blend presented Dubliner Paul O’Brien with the title of Ireland’s Top Storyteller, following thier nationwide search. Paul was selected from a huge number of entrants by a judging panel of comedian Karl Spain, author and actress Claudia Carroll, and storyteller Clare Muireann Murphy. The trio rated Paul O’Brien the top of the talkers with the gift of the gab, and presented him with a €10,000 prize.

In total 120 budding story tellers entered the competition with stories ranging from, fact to fiction, from everyday life, to favourite childhood memories, some folk tales and some modern takes on classic children's stories. From the 120, 10 finalists were selected to compete at the National Final in Dublin where they completed a storytelling challenge for the judging panel to battle for the title of Ireland’s Top Storyteller. The final 10 were selected by public vote on www.lyonstea.ie/tellusyourstory (the top six) and through various regional radio competitions (remaining 4).

The competition called on entrants to use the famed Irish ability to exaggerate and colourfully enhance a story through words and phrases. This played directly into Lyons latest advertising campaign around talk being the ‘secret ingredient’ in Lyons Tea and ‘richer talk’ being added to the tea that gives Lyons Gold Blend its richer, full bodied taste.

Speaking at the National Final, Liz Finlay, Marketing Manager, Lyons Tea said, “Irish people all love a good story over a cuppa. Our Gold Blend richer tasting tea celebrates the telling of rich and colourful stories and our search for Ireland’s Top Storyteller highlighted how popular our storytelling tradition continues to be, with so many entries and budding storytellers eager to compete. Congratulations to Paul on winning the competition and I hope he keeps up the storytelling!”

Author and actress Claudia Carroll, said, “Simultaneously the best craic I’ve had in weeks, and the toughest decision I’ve had to make. We almost came to blows in the judging room, but I think we’re all agreed at the end of the day that the best person won - we’ve found Ireland’s Top Storyteller!"

Comedian Karl Spain said, “It was great to judge the competition, all the contestants were very different and very entertaining in their stories. Any of three second round finalists could have won. Pity we couldn’t share the cash amongst ourselves. We weren’t entirely in agreement in the judging panel, we probably would’ve been throwing drinks over each other, but it was Lyons tea so it was too hot! I really enjoyed myself, it’s always nice to judge people!”

"Good storytelling requires a lot of different skills and we saw a high standard today. It was difficult to choose and each of the finalists could easily go on to work with stories. Also, I was delighted to see such an excellent response from the younger demographic, it just shows storytelling is alive and well in Ireland today", said Clare Muireann Murphy, renowned Irish storyteller.


Lyons Tea

• Lyons Gold Blend tea is a blend of finest Kenyan, Assam and Ceylon teas.
• Lyons Tea employs expert master blenders and tasters to select the best blends and combination of some of the finest teas from Kenya, Assam from India and Ceylon from Sri Lanka to produce the highest quality tea. Lyons Tea is available from leading supermarkets and retailers nationwide.
• Lyons is Ireland’s number one tea brand with 43.1% market share***; Lyons is an iconic Irish brand with more than 100 years of tradition in Ireland, having started business in Dublin in 1902 near Christ Church Cathedral. It is now owned by Unilever Ireland.
• Lyons Tea is Ireland’s favourite tea. The Lyons Tea range includes Lyons Gold Blend, Lyons Original Blend, Lyons Gold Blend Reserve, Lyons Kenya Blend, and Lyons Decaffeinated Tea. Lyons Green Tea is available in original, with Lemon and with Mint. For further information on Lyons Tea visit www.lyonstea.ie
• Lyons tea is currently working with the Rainforest Alliance - independent experts in sustainability and by 2012 all our tea will only come from Rainforest Alliance Certified™ farms.
• For more information visit www.lyonstea.ie

Lyons Tea - Fans Vote On Favourite Ending

Lyons has been putting the talk into tea very successfully for some time now but the next TV ad is being handed over to the fans. Never-before seen endings to the current Gold Blend TV ad are now available to view on the Lyons Tea Facebook page and fans are being asked to vote for their favourite clip in a bid to help Lyons Tea decide which ad to air next on television.

The current Gold Blend TV ad opens on the magical Lyons tea factory where the Master Blender and his young apprentice ponder the richer taste and richer stories of Lyons Gold Blend. The current ad then ends with Dad, Mum and their 3 year old boy sitting on the couch and Dad is recounting the age-old fairytale ‘there was an old woman who lived in a shoe’ to his son. However in true Irish style, Dad throws in a few exaggerations and a bit of colour for good measure.

However, this was just one of four potential endings for the Lyons Gold Blend ad. Storytelling is at the heart of each alternate version but we hear the story of Goldilocks in one, while the story of Snow White and the Seven Dwarfs takes on some interesting twists and turns in the other versions. However it is always Dad recounting the tales in a rather exaggerated fashion so that the joke is always on Mum.

Lyons is calling on its Facebook fans to vote for their favourite ending to help them decide which ad to air next. Whichever ending is voted the favourite by Lyons Tea fans, the overarching message will remain unchanged, revealing that a richer talk’ added to the tea is what gives Lyons Gold Blend its richer, full bodied taste.

Lyons Gold Blend: Ireland’s Top Storyteller

Today Lyons Gold Blend has started a search for Ireland’s Top Storyteller. There latest campaign teams up with comedian Karl Spain, author and actress Claudia Carroll and storyteller Clare Muireann Murphy in a search for Ireland’s Top Storyteller - essentially Ireland's top talker.

Bringing on their ongoing campaign around the ‘secret ingredient’ in Lyons Tea and the adding of ‘richer talk’ to the tea to give Lyons Gold Blend its richer, full bodied taste, the campaign will seek out those with the gift of the gab and ask them to tell a rich and original two minute tale for a chance to win €10,000.

To enter just visit the Lyons Tea website and upload your entry in an MP3 or video file, or call 1513 415 010 to record their richer tale over the phone*. The story can be fact or fiction, from everyday life, from a favourite childhood memory, to a folk tale or even modern take on a classic children's story.

The six entries with the most votes will attend the National Final in Dublin in April and the entry with the most votes per province following the closing date will also receive a special prize.

On the site you can also hear a two minute tale from each of the judges to give you some inspiration.

Speaking of the search for Ireland’s Top Storyteller, Liz Finlay, Marketing Manager, Lyons Tea said, “Irish people all love a good story over a cuppa. Our Gold Blend richer tasting tea celebrates the telling of rich and colourful stories by searching for the best of Irish storytellers. And we really hit the "teapot” with our judging panels, some of Ireland’s best storytellers, Karl Spain, Claudia Carroll and Clare Muireann Murphy. So if you have a great story, or just want to have a listen, we urge everybody to go online and vote.”

In addition, Lyons Gold Blend will be running week long radio promotions on Dublin’s Q102, Galway Bay FM, Limerick Live 95FM and Cork’s 96FM from today to find four finalists to compete alongside the other six at the national final.

Speaking about the storytelling competition, Claudia Carroll, said, “We've a long a proud tradition of storytelling in Ireland and I think it's brilliant that Lyons are keeping the flames burning. I'm so looking forward to this gig as I know only too well, with most of us, the problem is never getting us to tell our stories...it's getting us to shut up that's the hard part. So if you think you've got the gift of the gab...we want to hear from you!"

Sharing his thoughts on what makes a good story, comedian Karl Spain said, “Well I obviously think humour is one of the key things for a good story to keep the audience interested. It can be difficult to get the funnies in but it can be hard to listen to a story without them. But the most important thing is the story itself, a good tale well told. When people get together in Ireland whatever the occasion it’s always about the swapping of stories. Be it birthdays or even funerals…its all about the stories.”

"This is a great chance for anyone in the country to try out their storytelling skills. It's brilliant to see Lyons tea promoting this dynamic art form that is such an integral part of the Irish personality. I can't wait to see the stories that get sent in", said Clare Muireann Murphy, renowned Irish storyteller.

Ireland’s Top 10 storytellers will go to a national final in Dublin where they can talk themselves into winning a Golden Cup and €10,000. The finalists will be given a series of storytelling challenges to complete in front of the panel of judges to see who wins the title of Ireland’s Top Storyteller. Closing date for receipt of entries is at midnight on Monday 11th April 2011.

*Calls cost €0.60 per call including VAT. Calls from mobile and other networks vary. You have two minutes to record your story. SP Phonovation Ltd. Helpline 0818 217 100

Lyons Gold Blend 'Rich Talk'

Anyone reading my blog should remember the two previous Lyons Tea campaigns that I've written about. Well I'm delighted to say that the latest in the series of Master Teablender ads is right on the ball, and continues this great campaign.

The latest advertising campaign reveals that a ‘richer talk’ added to the tea is what gives Lyons Gold Blend its richer, full bodied taste. The new campaign launched on television screens this week bringing to life those richer, more colourful conversations, where what begins as a casual chat, delivers more than expected.

The campaign has been developed by Rothco with this 30 second instalment directed by JJ Keith, produced by H2 Films and post-produced by Windmill Lane Studios. The campaign also comprises of one radio execution, and outdoor advertising on 48-sheet and 6-sheets, which will roll out next Monday (31st January 2011).

Speaking of the new advertising campaign, Liz Finlay, Marketing Manager, Lyons Tea said, “Irish people come from a long line of storytellers, poets and authors – talking is one of the things we do best. Lyons Tea is all about talk and the fuller flavour of our Gold Blend enhances this talk, making it richer, more colourful and leading to the slightly exaggerated tales we all know and love. We’re delighted with our new TV advertisement and we’ll be supporting the new campaign with some really exciting BTL and PR activity over the coming months.”

Ad Outline
The TV advertisement opens on the magical Lyons tea factory and the Master Blender and his young apprentice. The apprentice quizzes the Master Blender on why Lyons Gold Blend is so special, who replies, “It’s richer. Richer taste.” We see the rows of different boxes each with a different type of Gold Blend talk and the Master Blender continues, “So we put in richer talk… which leads to…. Richer STORIES.” The two then enter the Blending Room where we see the Master Blender adding the richer talk to the tea, creating Lyons Gold Blend.


The ad then cuts to a family home with Dad, Mum and their 3 year old boy sitting on the couch. Mum and Dad are enjoying a cup of Lyons Gold Blend and Dad is recounting the age-old fairytale ‘there was an old woman who lived in a shoe’ to his son. Dad begins the tale, takes a sip of his Lyons Gold Blend and then continues with a somewhat embellished version of the story, “which if her taste was anything like your mother’s...it wouldn’t have been cheap….still at least she only had one shoe…not 50 pairs. The voiceover then reveals ‘A richer taste for richer talk’.

Visit the Lyons Tea Facebook page for more Lyons info, or check out the ad here...

About Lyons Tea

• Lyons Tea employs expert master blenders and tasters to select the best blends and combination of some of the finest teas from Kenya, Assam from India and Ceylon from Sri Lanka to produce the highest quality tea. Lyons Tea is available from leading supermarkets and retailers nationwide.
• Lyons is Ireland’s number one tea brand with 42.8% market share***; Lyons is an iconic Irish brand with more than 100 years of tradition in Ireland, having started business in Dublin in 1902 near Christ Church Cathedral. It is now owned by Unilever Ireland.
• Lyons Tea is Ireland’s favourite tea. The Lyons Tea range includes Lyons Gold Blend, Lyons Original Blend, Lyons Gold Blend Reserve, Lyons Kenya Blend, and Lyons Decaffeinated Tea. Lyons Green Tea is available in original, with Lemon and with Mint. For further information on Lyons Tea visit www.lyonstea.ie
• Lyons tea is currently working with the Rainforest Alliance - independent experts in sustainability and by 2012 all our tea will only come from Rainforest Alliance Certified™ farms.
• For more information visit www.lyonstea.ie

Lyons Tea - 'All Talk'

Following on from my post two weeks ago about the new ‘The Master Blender’ TV ad campaign from Lyons Tea, I was really looking forward to the second offering in the campaign. The ad continues the story of the Lyons Master Tea blender and his apprentice. This time we see the two characters adding 'All Talk' to their tea, for people who are.... all talk.

This is the second of three tv executions for the campaign and continues with support from three radio ads and a 48-sheet element. The campaign has been created by Rothco with the tv ad directed by Stephen St. Leger and production by H2 Films. Post-produced is by Windmill Lane Pictures.

Lyons Tea - Secret 'Ingredient'

It's so very true that things come in three's, and so with little surprise I find myself writing about a new tea advertisement just a day after I wrote about two others. The reason I find myself wanting to share this ad is, however, very different to yesterday's post. Tomorrow Lyons Tea will launch their latest campaign. The campaign reveals that ‘talk’ is the secret ‘ingredient’ in its tea. Not only do I think that this makes perfect sense for brand association, but ultimately I think the ad is very good.

The new ‘The Master Blender’ TV ad launches tomorrow, 8th February, with a humorous tongue in cheek story all about the Lyons Master Tea blender and his apprentice. The two characters describe how different types of talk are added to the tea, which results in conversations for all the people who drink it. The campaign shows us the wonka-esque magical tea factory where Lyons create their famous tea. The Master Tea blender and his apprentice are seen in a huge hallway lined with row upon row of specially labelled drawers of tea, each with a different type of talk. For this ad, the Master Tea blender selects ‘Footy Talk’ and proceeds to show his young apprentice how it is added to the tea. With their job done, the ad cuts to a scene of two older women sitting on a couch about to enjoy a nice fresh brew. As they each take a sip the conversation immediately turns to ‘Footie’.

What I particularly like about the new add is the detail that we are shown. For me this is very much on par with Coca-Cola's Open Happiness. Production and performer budgets are clearly miles apart but Lyons still create the same magic. A wonderful sense of 'something more' that you can enjoy as you make and drink a nice cuppa. Serious hat tip to Lyons of this one - well done!

Liz Finlay, Lyons Tea Marketing Manager, commented on the new campaign, “It’s no secret that Irish people are both big talkers and big tea drinkers - the secret is we, at Lyons, have been adding talk to the tea! The talk combined with the best blends of the finest tea makes for the best tasting, conversational cuppa! We’re delighted with our new TV advertisement and we think consumers will find this is just the right blend of fairytale, magic and humour! We’ll be supporting the new campaign with some really exciting activity in store, radio promotions and lots of PR over the coming months, giving Irish people plenty to talk about.”

The campaign is primarily driven through tv, in three executions, with support from three radio ads and a 48-sheet element. The campaign has been created by Rothco with the tv ad directed by Stephen St. Leger. Production was by H2 Films with post-produced by Windmill Lane Pictures.