The Tea Council hires Threepipe to make tea 'cool again'

The Tea Council has called in Threepipe to help promote tea's health benefits and make it 'cool again'.

The Tea Council: wants to appeal to a younger audience
The Tea Council: wants to appeal to a younger audience

Threepipe is charged with targeting the 20- to 25-year-old market using fashion tie-ins and promoting the health benefits of tea.

The agency won the brief, thought to be worth around £250,000, after a pitch process that included incumbent Nexus PR and Bell Pottinger’s Leeds University-based student agency Ptarmigan Academy. Nexus will continue to work with the Council  to promote the health benefits of tea.

Threepipe co-founder Jim Hawker said: ‘We’re going to target the young people who choose to drink coffee or water over tea and we’re putting together a three-year plan to make tea cool again.’

The agency will be working on a series of tea pop-up shops that all have a British fashion theme to help lift the image of the drink. Threepipe will also kick-start the council’s social media activities to help attract a young, social media-savvy audience.

The agency’s associate director Kate Simpson will head up the account and report to Bill Gorman, chairman of the UK Tea Council.

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