Lyons was moving to a Square teabag after decades of advertising the benefits of a Pyramid one. Our job - break this news to the loyal Lyons drinkers, making sure there was no backlash. We took a fun approach, playing on the fact that there’s nothing cool about tea, and did what many brands are afraid to do - embrace being uncool, and unfashionable. We had them proudly state, “We’re Square”. The campaign gave Lyons a new TOV and became a loving tribute to everything - or anybody - who has ever been deemed corny, cheesy, or unhip.
We brought this to life through OOH of cheesy kitchen signs, an airport takeover to look like a granny’s gaff, an interview series with seemingly off-trend hobbyists, and the most uncool of mediums - a newspaper!