“Get the ‘Must-Have’ Bag!” campaign wins a Silver award

Bewley’s Tea won a silver award in the Best Direct Press category at the recent An Post Irish Direct Marketing Awards.

The prestigious Direct Marketing Awards are given annually to companies that achieve significant breakthroughs in Direct Marketing across a wide variety of industries. The Bewley’s Tea campaign was developed to raise awareness of the re-brand among tea drinkers whilst also building a database of customers. The ads included:

1. An integrated sample pack to trial the tea.
2. A competition, housed on a dedicated microsite, allowing the customer to interact with the brand for higher recall and consideration.

The central theme was “Get the ‘must-have’ bag!” based on the concept that being ‘up to the minute fashion wise’ is essential, from the handbag you own, to the tea you drink.
Handbags that reflected the personalities of the teas became the heroes of the creative. The press advert featured a red handbag to showcase the Gold Blend Tea and included a ‘price label’ featuring the Gold Blend rebrand. The copy used highlighted the new Bewley’s tea range as the ultimate accessory using fashion ‘terminology’ that the target audience could relate to.