Aardman Commercials have partnered with WARL and Clipper Tea, the UKâ€™s only company to boast a completely Fairtrade and organic range of tea, coffee and drinking chocolate, to create a gorgeous new national TV ad campaign for their Everyday Teas.
The 20-second stop frame commercial, which breaks on 27 April and runs for a month,Â has been brought to life by Aardman director Daniel Cohen, who has created a never-ending â€˜congaâ€™ of mugs joyously dancing past a box of Clipper Everyday Tea while being filled with tea bags and hot water from a kettle. â€œThe simple concept of mugs dancing â€˜the congaâ€™ worked tremendously and was great fun to direct!â€ says Cohen.
The starting point for developing the ad was the fact that Clipper was the fastest growing everyday tea brand of 2011. We use this growing swell in popularity to reassure tea drinkers that Clipper tastes so good, cups all over the country are lining up - conga-style - to be filled with delicious Clipper tea.Â Voiced by The IT Crowdâ€™s Katherine Parkinson, she invites viewers to get their â€œ10 free tastesâ€ and join in with 1 million other people who have already discovered the Big, Bright taste of Clipper.
The conga-line concept has been extended through the line into a wider campaign which includes on-pack promotions, national sampling activity and a social media campaign along with experiential activity planned at festivals throughout the summer.
To alert existing Clipper-lovers to the forthcoming drive, WARL ran a competition among the existing Clipper database.Â The competition invited consumers to send a picture of their favourite mug and say why it should feature in the â€˜Clipper Congaâ€™.Â The winner â€“ whose own mug appears in the â€˜conga lineâ€™ â€“ attended the commercial shoot at the end of March, and also enjoyed a special afternoon tea courtesy of Clipper.
The TV campaign, bought and planned by The Media Shop, has been timed to coincide with Clipperâ€™s repackaging of its Everyday Teas and the introduction of a new â€˜Gold Blendâ€™ addition to the range.
WARL Account director Clare Dorsett explained:Â â€œClipper is a challenger brand in an extremely crowded category so it was even more important for our ad to be distinctive.Â We hope weâ€™ve achieved this by showcasing Clipperâ€™s bubbly personality and taste credentials in a fun but clear and memorably wayâ€
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About Aardman Animations
Aardman, based in Bristol (UK) co-founded and run by Peter Lord and David Sproxton, is a world leader in animation. It produces feature films, television series and television commercials for both the domestic and international market. Their multi-award winning productions are novel, entertaining, brilliantly characterised and full of charm that reflects the unique talent, energy and personal commitment of the very special people who make up the Aardman team. The studioâ€™s work is often imitated and yet the company continues to lead the field producing a rare brand of visually stunning and amusing independent and commercials productions.
Established in 1984, Clipper has been an innovator in the hot drinks market for the last 25 years, sourcing all its teas from the very best tea estates in Africa, India and Sri Lanka.Â Its teas are free from any artificial ingredients and use distinctive, unbleached teabags.Â Clipper led the way in organic, white and green tea and infusions, becoming the first tea in the UK to carry the Fairtrade Mark.
WARLâ€™s unique approach to planning focuses on the â€˜Meaningful Fewâ€™
The agency reasons that commercial success is often in the hands of fewer consumers (and/or shoppers) than marketers might think. Identifying and understanding these consumers liberates the entire planning process, a process that applies to each of the specialist areas the agency now concentrates on
WARLâ€™s focus on the Meaningful Few has attracted many challenger or challenged brands, brands struggling with seemingly insurmountable problems or with budgets far smaller thanÂ those enjoyed by the category leaders
WARL currently handles a number of such brands including Jeyes Bloo, Jeyes Fluid and Clipper Tea.