Tetley Canada has an eclectic mix of teas, and it also has a broad target of women age 24 to 54 to reach out to. So the strategy for the brand’s new “Better U” campaign is to use multiple media including TV and social to “capture [a] broad base of loyalists as well as lapsed users” and showcase its extensive range of teas, Stephen Jurisic, creative director, John St. (the brand’s creative agency), tells MiC.

The new campaign bows today with media by MediaCom and a mass TV buy, which includes spots on conventional and specialty channels. Television was chosen because the brand’s objective is to maximize reach and exposure of its new “masterbrand campaign,” he says, noting that “TV is still an effective mass vehicle where we can do storytelling and create emotion around the campaign proposition.” The messaging is different in that it’s highlighting a “broad range of teas for mind, body and spirit” as opposed to one tea at a time, he adds.

“Today’s tea drinker is need-state-oriented, not tea-type-oriented and we wanted to echo that in the way we present the brand,” he says.

Tetley is also dabbling in social media, using Facebook as a major player in its communication. The brand has a new app on the social site, allowing its fans to ask life coaches (one for each of the mind, body and spirit) questions as well as sign up for weekly challenges. There will also be blogs for each coach that consumers can follow. “The digital extension shows that we’re walking the talk by providing consumers with a program that lives out the mind, body, spirit promise through its utility,” says Jurisic, adding that the campaign will run during the “hot tea season” until March of next year.

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