Clipper tea re-brands after decade

Tuesday, 20 January 2009

Clipper, the pioneers of the organic and Fairtrade tea market in the UK, is re-branding for the first time in nearly a decade, but not before informing one million of its customers.

Gill Hesketh, Clipper's head of marketing comments: "Clipper stands, above all, for great tasting tea and we wanted to communicate this more clearly on pack.

"Our ethics have always been at the heart and soul of everything we do, so this is why we have adopted our 'Natural, Fair and Delicious' message.

"Our marketing plan for the coming year is packed full of exciting ideas to make the most of our re-brand, but at the end of the day, it's what's on the inside that counts!"

One million inserts were sent out in packs in June 2008 to ask Clipper consumers what they felt was important; nearly 10,000 responses were received.

The results showed that respondents felt ‘taste' was most important when buying Clipper products, followed by people wanting to know if the product was from a Fairtrade source.

Clipper sent out an additional one million inserts in October in its tea range to give consumers a sneak preview of the new look and highlight that its packs of Everyday Tea, Green Tea and Infusions would be changing their look.

The roll out of the new designs will take place over the coming three months.

Gill continues: "In recent years, the tea category has changed beyond recognition, with a very wide range of products now available.

"Whilst the sales of traditional teas remain reasonably static, premium, Fairtrade and organic teas, and new fruit, herbal, green and white varieties go from strength to strength.

"We are pioneers and experts in this field; Clipper is the UK's biggest Organic tea brand, and the number one selling Fairtrade tea brand. We also have the second largest share of the Green Tea market, selling twice the total of PG Tips and Tetley Green Tea combined."

Source: Clipper