Clipper Teas, the Fairtrade tea brand from Wessanen UK, is launching a three-tiered summer sampling campaign for its green tea range, designed to position the brand as the “Queen of Greens.”

The Fairtrade brand, which currently produces more than 15 green tea variants, will distribute over 250,000 samples of its flagship Pure Green Tea throughout July. The campaign will feature a mixture of face-to-face hit squads, office-based sampling and free samples in ASOS mail deliveries.

BEcause Experiential Marketing has been hired to mastermind the live hit squad aspect of the campaign. An all-female ‘Clipper Crew’ of green tea ‘queens’ in flower-chain crowns, will tour high-footfall outdoor areas within the M25 over nine days of live activity, distributing samples from bicycles and trailers with simple, rustic charm. Public spaces around Wimbledon Park showing the tennis championships on giant screens will be amongst the areas targeted.

To support the hit squad activity, Clipper has engaged GemsAtWork to manage an office-based sampling campaign, whilst Response One has been tasked with coordinating free samples in all mail order deliveries from online fashion retailer ASOS throughout July.

The new campaign aims to champion the delicious, natural taste of Clipper’s Green Tea range as well the health benefits of green tea, and the company’s ethical heritage. It builds on the brand’s quirky Truthful Green Tea Shop pop-up activation earlier this year, which took a humorous hidden camera approach to highlight the difference between Clipper’s green teas and those produced by many other manufacturers.

Gill Green, Marketing Director at Wessanen UK, comments: “Demand for green tea continues to boom, yet within this highly-competitive marketplace we believe our green tea reigns supreme. This concerted sampling drive will allow us to directly reach potential customers that may not have experienced our great-tasting tea before, and to introduce them to our range of delicious, all natural flavours. It is also an opportunity to chat with consumers about the difference they can make to the lives of tea workers and their families, just by drinking a cup of Fairtrade tea from Clipper.”

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As we all let the views and opinions on the EU Referendum decision sink in, we have spoken to the IPM for their comments. As a key part of the self-regulatory process, the IPM is well placed to understand the industry impact of Brexit.

Graham Temple, Chairman of the IPM gives his reaction to the Brexit result that the UK has voted to leave the EU “With the decision to exit the EU this morning,  the promotional marketing community will be assessing how this will impact us, our members, our businesses and our brands. It is clear that once we have absorbed and rationalised  the initial news, we will start the process of looking at what happens next. With a potentially long process ahead, the IPM is engaged with our close working partners in the UK and Europe”

Temple goes on to praise the UK marketing industry “The UK boasts some of the most creative, problem solving minds on the planet and when it comes to promotional marketing, we have demonstrated for decades tenacity and versatility to overcome barriers that present themselves. Disruption provides the best growth opportunities and adaptability is key to the UK creative industry to staying on top – it’s in our DNA.”

On what will happen next, it is certain is that our industry bodies will be coming together with CAP and the ASA to look at our self-regulatory codes which have always been a demonstration of industry self-imposed control. The process will take time – two years at least. The steps to exit must be triggered by Article 50 of the Treaty of the European Union and with the news that Cameron will step down, this will now be passed to the next incoming Prime Minister to take this step.

With well reported European wide initiatives underway, such as the GDPR, the DMA have advised today that we must continue to respect the rights of EU citizens when trading in these markets. Promomarketing will report on developing implications of the exit once known. With comments from ISBA, IPA and other bodies all stating similar advice; its keep calm and carry on!

In a final word from the IPM, they advise contemplation “Now is the time for sound, rational thought about our future and the IPM will be working with our trade body partners to ensure a measured and cohesive approach is taken across the industry. What is clear is that the immediate action on how we regulate ourselves will be less dramatic as key changes will take time to work themselves through.”

The IPM issued guidance on how the CAP Code may be affected by an exit and we expect to see an update on this guidance shortly. Please contact the IPM’s advisory team should you require any further information about the immediate impact of Brexit on your campaigns on 020 7291 7730.

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