Clipper Teas set to surprise with Closer’s magical tour
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Clipper Teas – the UK’s number one Fairtrade tea brand – is running a £2 million marketing campaign that promises to bring surprise and excitement to the whole nation. Celebrating Clippers unique belief that every single cup is special and should be celebrated in its own right, this campaign aims to make teatime more magical for the UK’s tea-drinkers.
The drive, devised by Clipper’s experiential agency Closer, is spearheaded by the Clipper Magical Teapot Tour, an extraordinary consumer experience which will prove an entertaining highlight at cultural festivals and cities throughout the UK this summer, starting at RHS Hampton Court Flower Show. As well as bringing the Clipper brand premise of ‘Everyday magic’ to life, the campaign will drive awareness and trial of Clipper tea while promoting the brand’s key messages.
A striking gigantic teapot provides the centrepiece for this spectacle. Drawing on a host of theatrical wizardry, the experience will bring true magic to its audience as it springs to life every hour. In between the ‘magical episodes’, the teapot will be the focus of a large sampling drive, where bespoke Clipper sample packs will be distributed to consumers by Closer’s specially-trained team of brand ambassadors. There will also be fun and games for people to take part in to win on-the-spot prizes.
Throughout the activity, Clipper will run an online hub on its newly-relaunched website (www.clipper-teas.com), which will feature details of the tour locations and dates, and which will be regularly updated with activity images and photos. Video footage will be captured throughout the tour and the Clipper twitter feed will encourage consumers to share the experience through social media.
It will tour the UK’s cultural festivals and cities including:
– RHS Hampton Court Flower Show (8th – 14th July 2013)
– Buxton Literary Festival (20th & 21st July 2013)
– Bristol Harbour Festival (27th – 28th July 2013)
– Bath City Centre (3rd & 4th August 2013)
– Kingston Food Festival (10th & 11th August 2013)
– Canterbury City Centre (17th & 18th August 2013)
– Brighton Promenade (24th & 25th August 2013)
Rebecca Vercoe, marketing manager for Clipper Teas, said: “2013 is set to be one of the most exciting years in the brand’s history. The idea of making teatime more magical comes from our belief that too many tea brands simply celebrate the everyday, whereas at Clipper, we think that tea is so important to us in the UK, every cup should be special.”
To coincide with the Teapot Tour, Closer has also co-ordinated Clipper’s biggest-ever on-pack promotion, which will launch in August running across more than a million packs. Clipper is giving away 100,000 magical teatime prizes, from Clipper teasets to Mad Hatter tea parties and money-can’t-buy experiences from The Pop-Up Hotel.
Closer Business Director, Aimee Okafor, explained: “We are delighted to be working with Clipper in 2013. All our experiences are designed to have digital reach engineered into them from the outset, the unexpected consumer experience from the Clipper Magical Teapot was designed to encourage social sharing to extend awareness and reach of the magic of Clipper”
