Dilmah Tea has launched a new national brand campaign that brings to life the values that have defined the brand for generations: purpose, provenance and an enduring commitment to real tea.
The campaign has been produced by Toybox NZ and features two distinct film executions, each reflecting a core pillar of the Dilmah story.
The first execution, ‘Elephant’, speaks to Dilmah’s long‑standing commitment to purpose beyond profit. Through evocative storytelling, the film nods to the brand’s conservation and humanitarian ethos, reinforcing the belief that business can and should play a meaningful role in protecting people, wildlife and place.
The second execution, ‘Generations’, celebrates Dilmah’s heritage as a family‑owned tea maker. Featuring Dilmah CEO Dilhan C. Fernando alongside his son Amrit, the film reflects the passing of values, knowledge and responsibility from one generation to the next, underscoring Dilmah’s stewardship of tea from grower to cup.
“We wanted the work to feel honest and grounded, drawing on Dilmah’s values rather than inventing new ones,” said Nanette Miles, executive producer at Toybox NZ. “Elephant and Generations have different creative angles, but together they express the depth of purpose and heritage that sits at the heart of the brand.”
“I’ve had the privilege of working with the Fernando family through much of Dilmah’s journey. From introducing Merrill Fernando as the face and voice of the brand to helping transition that story to Dilhan and now the next generation, the constant has always been authenticity.” Curtiss is also credited with creating Dilmah’s famous “Do try it” phrase first heard in 1994 and still used today,” added Dilmah’s creative adviser, Daron Curtiss.
The media strategy and buying have been managed by RCJ, delivering a Screens led approach across broadcast television, BVOD and YouTube, supported with Social storytelling. The campaign runs nationally through winter, with a focus on high‑quality viewing environments.
“This is not a brand that needs to shout to be noticed,” said Shamil De Dodwell, head of marketing at Dilmah. “Our role was to place the work in environments that reward craft and attention. In a category often known for cheap blends and commoditised products, Dilmah stands apart for its dedication to quality and the taste of Single Origin Ceylon Tea, a hallmark the brand is famous for.”
“The campaign’s strength is in keeping the Dilmah story authentic,” concluded Denise Spadafora, head of client service at RCJ. “It respects Dilmah’s heritage but also highlights the brand’s relevance today.”
Credits:
Client: Dilmah
Head of Marketing: Shamil De Dodwell
Creative Adviser: Daron Curtiss
Media Agency: RCJ Media
Head of Client Services: Denise Spadafora
Production Company: Toybox NZ
Executive Producer: Nanette Miles
