Tetley Tea Folk

01/07/11
We are delighted to announce today that Golden Goose will represent Tetley Tea’s much loved brand ambassadors, the Tea Folk, for an exclusive 3 year licensing deal covering the UK. 

 Launched in 1973 the Tea Folk have appeared in 67 advertisements generating over 30 million pieces of memorabilia in their first three decades. Their return as part of a multimillion pound advertising campaign reached over 42 million viewers and was voted one of the top 10 marketing events of 2010. The Tetley Tea Folk campaign helped to reaffirm Tetley’s position as one of the UK’s best loved brands and with 38% of British households considered Tetley Tea drinkers, this very British love affair shows no sign of cooling off.

Now Tetley Tea Folk are set to launch a range of consumer products from homewares to edibles. The range of IP assets available to licensees includes an extensive image bank of the seven Tetley Tea Folk characters led by Gaffer and Sydney. The characters have 92% brand recognition and were liked or strongly liked by 85% of the 2,000 people surveyed by Tetley before bringing them back for a multi-media campaign in 2010. Anand Gandesha, Marketing Manager at Tata Global Beverages, brand owners of Tetley said: “We are a nation of tea lovers and the Tea Folk products will be the perfect accompaniment to enjoying, making or thinking about Tetley Tea.  Golden Goose Account Director Antonia Habdank-Toczyska said: “Golden Goose is delighted to be working with the Tetley brand team and to be building a strategic licensing programme around the Tea Folk.  There is a great opportunity to extend the Tea Folk beyond traditional media and to that end we have several product launches in the pipeline this year “

We looking to build from the existing licensee base into areas including kitchen fabrics, kitchen accessories, stationery, toys and games.  Tea is a very prominent feature of British life: one in three drinks consumed by 35-44 year olds is black tea with tea accounting for half of all drinks at breakfast. The Tea Folk will feature on the bulk of the 70 million packs of tea Tetley sell every year.

For more information about the Tetley Tea Folk licensing programme, please contact: Antonia Habdank-Tocsyka