Tetley Canada Uses Music to Lure Loyal ‘Tea-totalers’
Tetley Canada has launched a Web site that features a music lounge and special promotions for members as part of its customer relationship management strategy.
To create the site, called The Tetley Music Lounge, the tea brand partnered with FUSE Marketing Group and Nettwerk Music Group, a privately owned record label and artist-management company
The site, at Tetley.ca/musiclounge, is a member-only section that provides music content exclusive to the lounge and a free music download each month. This month, members can download the Barenaked Ladies’ version of the holiday classic, Jingle Bells. Members also receive special offers and discounts on albums. And as the image on the site suggests, members can stream music while at home or work while enjoying a cup of hot tea.
As part of the launch, consumers who register as members will be automatically entered into the Sign Up and Fill Your Cup Contest, where each month one winner gets the complete collection of Tetley Specialty Teas, which includes 27 flavors. An e-newsletter will inform members of promotions, contests, Tetley-sponsored events in their home areas, tea-inspired recipes and health news.
“The launch of the Tetley Music Lounge is hugely exciting and the first to combine CRM and digital entertainment content from major international artists delivered through a leading packaged goods brand, direct to Canadian consumers,” said Garo Keresteci, president, FUSE Marketing Group, in a statement. “TML is an excellent opportunity for to reward loyal consumer with music that complements the tea drinking experience.”
