A while back I wrote a post “Scandalous Tea Ads“, and a response from “teaconomics” prompted me to do more research.
In reference to my “up close and personal comment” he replied
“I just wanted to see them and to see how they were close and personal.”
Teaconomics is my source for tea analytics, though his comprehensive analysis does take me some time to absorb.
So at his his request here goes.
My mission to satisfy the inquiry:
I made an appointment with Joe Simrany, President of the Tea Council USA, to see the old ads and talk about the councils past advertising campaigns.
Our meeting began with a very nice offering of a cup of fine green tea what joy.
He then showed me a double volume of ads done in the 50’s and 60’s, Consumer and Trade Print Advertisement 1950-1953 and Trade Print Ads 1953-1958.
These ads were created by the Leo Burnett Co. Inc.
I couldn’t help thinking I was on the set of “MADMEN”, which I mentioned to Mr. Simrany.
We discussed the ad industry of yesteryear and how there was much more loyalty between agency and client during the 50’s and 60’s. The agency is still around today and has done some wonderful work with the Allstate’s Mayhem ads.
My comment “up close and personal” referred to the captions which were mainly directed towards women and providing a “stress free” environment for their spouses after a long day.
At the time these campaigns were run, print media was the number one method of influencing consumers. The ad’s ran in some of the major magazines of the day; Life, Look, Saturday Evening Post, and Colliers. Ad Headlines asked consumers questions and made statements such as ” Does the end of your day find you under pressure?” (1950), “Cool ’em off, Calm ’em down” (iced tea 1950) “Drink plenty of tea this summer hot or iced and see if it doesn’t help relieve the pressure of your day and make you feel better”
Television was just making its entrance into consumer homes. According to Wikipedia “Television usage in the United States skyrocketed after World War II with the lifting of the manufacturing freeze, war-related technological advances, the gradual expansion of the television networks westward, the drop in set prices caused by mass production, increased leisure time, and additional disposable income.” “While only 0.5% of U.S. households had a television set in 1946, 55.7% had one in 1954, and 90% by 1962. In Britain, there were 15,000 television households in 1947, 1.4 million in 1952, and 15.1 million by 1968″.
With the advent of television viewing, Tea ads found supporters from recognized radio/television personalities and collaborated with other food products to increase consumption.
The war also increased tea consumption and advertising focused on the capturing the marketplace of the troops. Tea drinking by the Armed Services had a double benefit, if the soldiers drank tea when at the front they would certainly want it when they returned.
From the initial marketing strategy to consumers, in 1953 trade marketing was geared towards retailers to promote tea sales with in-store promotional ideas and cooperative advertising with the council.
This “Hefty” brewing instruction could have appeared in the “Beasts Of Brewdom” posts during those years.
The advertising tag line “Take Tea And See” is still maintained by the council today.
The council focus has changed and they are allocating their budgets to tea research, to establish confirming facts about the health benefits of tea and not much in terms of consumer or trade advertisement. They are available to tea companies and suppliers for guidance and directive support.
The last print ad they ran was published in various newspapers as “An open letter to tea drinkers”,
I want to thank Joe Simrany for taking the time to walk me through this extensive history and for a lovely afternoon tea.
Hope this post has provided the information requested. More information about the Tea Association USA can be found at www.teausa.com
Thanks for following.