Making a 130-yr-old brand relevant again.
The Good Taste is Timeless campaign – across video, online and print – explores how the humble Bushells tea bag got it right the first time, unlike many other products and fashions we’ve seen come and go since the brand launched in 1883.
A classic Aussie icon, the brand guardians moved to a Singapore team in 2019. With no guidelines or advertising campaigns in years, we were given the job of breathing local life back into the much loved tea makers.
Bushells is an incredible brand story, with our cities and towns marked with their classic old painted billboards. We positioned Bushells as the nation’s rock; a trustworthy product that’s been reliable for over a century. There’s something refreshing and comforting about a product that has remained true in a world that’s constantly changing - particularly off the back of the bushfires and Covid.
The campaign was made entirely in-house at Paper Moose, from initial strategy and concepts through to photography, voice record, and grading.
For the shoot we had over 19 completely different looks across 13 decades, 8 wig and beard changes, two stars, two days to get it done and a single tea bag wrangler.
“We’re thankful to Paper Moose for getting to the heart of the brand and helping show Aussies how Bushells got it spot on over a century ago. Having them look after the entire process meant we could spend more time enjoying a cuppa”. - Monica Reyes, Marketing Manager, UI ANZ