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Facebook vote will decide Lancashire Tea’s look | Print |  Email to a friend
Thursday, 27 November 2008
In what surely must be a first in the realm of packaging, social media and the regionally based hot drinks industry (surely! Ed) Facebook users are set to decide on the new packaging look for burgeoning tea brand Lancashire Tea.

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In an early indication of what we can expect from the fledgling partnership between account custodians Rehab and Smith & Smith, the two have devised a strategy that should win the hearts of those interested in the brand, while also gaining significant coverage in the media.

As reported earlier this week, Rehab will be re-launching the brand next year and has created four potential designs for the fresh packaging.

Smith & Smith then hit upon the idea of posting them on the web to see which was the public’s favourite, and the Facebook idea brewed up nicely from there.

The designs, pictured below, are now available to vote on online, alongside the original packaging.

Together they take in – in Rehab’s words – “a nostalgic portrayal of Lancashire’s traditional landmarks, a warm-hearted vintage collection of photographs depicting the county’s people, (and) a representation of the humour and personality of the region, which intends to use real Lancastrian personalities.”

Lancashire Tea boss Paul Needham explained what he liked about the concept: “Lancashire Tea may or may not have outgrown its current image. As a consumer-focused company, we would like to give our tea drinkers, whether Lancastrian or otherwise, a say in the new image.

“And what better way to do this than combine new technology with a good old fashioned vote”.

The voting runs up until the end of December.

Which one is your cup of tea?

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  Comments (4)
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 1 By Alan Jarmain, on 10-12-2008 11:29
I was somewhat bemused to see this article. There does not appear to be any references to any safeguards for the client as to the coverage of the "research universe", nor any indication as to how the respondents might be filtered. 
 
At the very least, one hopes that the following principles have been adhered to: 
 
1. There is some form of screening mechanism to prevent anyone with a vested interest in the outcome of the "vote" or "research" from participating. By this I mean employees of competitors, design agencies, advertising agencies, other marketing personnel etc. 
 
2. There is a mechanism to prevent mulitple voting. One wonders what might happen if (related to the above), for example a large proportion of votes came from a group of competitors. 
 
3. There has been some pre-condition of participation on the basis that: 
 
All are at the very least tea drinkers 
 
All (or the vast majority) are the people who purchase tea for the home. 
 
There is some form of sample balancing or "quota'ing" to ensure that it is some way representative of the target audience. This should involve some form of screening and provide some sub-analysis by actual users/buyers of Lancashire Tea. 
 
If any of the above has not been considered then one might be tempted to, at the very least, question the validity of the results. 
 
One might look at a couple of incidents in history - the first was some of the polling in the 1948 US Presidential election that procalimed that Dewey had convincingly beaten Truman. The other? Well if none of the above safeguards have been taken into account, one might look to the response the great conductor Sir Thomas Beecham gave to an interviewer when asked if he had played much of Stockhausens's music. 
 
For those who do not know the answer he gave and cannot find it, feel free to contact me at delres@aol.com.
 2 By Right then..., on 10-12-2008 12:07
but which one's your favourite?  
 
I'll go for number one.
 3 By teatimeout, on 10-12-2008 13:17
I don't drink tea but if I did it would be fairtrade, but my favourite package is no 4.  
 
Does my oppinion count?
 4 By PR lady, on 10-12-2008 16:46
I like 2 and 4 - both more feminine.  
 
How about taking the tea right to the market with an interactive survey.  
 
Who drinks tea? The nation's office workers.  
 
Maildrop Lancashire's top businesses with a package of the tea, and examples of the four designs. Ask them to pick their favourite while enjoying a cuppa on Lancashire Tea.  
 
That would help to get a really targetted response.  
 
Isn't Facebook a bit 'young' for lancashire tea?

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