For the first time in their history, premium tea brand T2 has launched a major TTL campaign to continue its global growth push with Cummins&Partners.
The campaign, titled ‘To The Power of T2’, highlights the growing role of tea in people’s lives.
The campaign is being rolled across TV, digital and social, and is the first from Cummins&Partners, having being awarded the business earlier in the year.
Cummins&Partners founder Sean Cummins said drinking tea is a very personal experience, but currently people aren’t taking three minutes out of their day to brew a cup of loose leaf.
“By positioning T2 as a product that helps to amplify these moments or feelings, we are giving people an excuse and reason to take that little bit of extra time for themselves,” he said.
Jane Hoban, global director of marketing at T2, said: “We are thrilled to launch our first ever TV campaign together with C&P. The campaign is a perfect representation of our brand and what we stand for, and we have already had incredibly positive feedback from T2 fans.
“We love tea and all the different ways it makes us feel. At T2 we take it one step further, multiplying every tea moment into something a little out of the ordinary.”