BACKGROUND
Founded in 1983, Clipper was created to give UK tea-lovers a superior quality organic and Fairtrade tea. Listings in smaller ‘health’ outlets weren’t a problem. But in order to reach wider audiences, the brand needed a complete overhaul.

STRATEGY
The idea was to elevate Clipper from niche quirky tea brand to a serious player in the major multiples. Building upon Clipper’s close relationship with their growers, WMH used the theme of ‘thoughtfulness’ giving the brand deeper purpose and the trigger to move away from the usual tea pack clichés.

SOLUTION
Each range was given a theme that expressed Cipper’s closeness to the world of the growers. Specialiteas, for example, featured wild animals indigenous to the tea plantations. Within three years, sales had increased by 259% with no other brand activity. Listings in major multiples almost doubled and exports soared from one to 23 countries. Fairtrade estates also benefited and increased incomes were channelled into better housing and other community services.

“The implementation of the new identity has, without question, been the single most important activity we’ve undertaken in our 20-year history.”

MIKE BREHME, OWNER, CLIPPER TEAS