Lyons Gold Blend with Philip Treacy
Brief:
Develop an engaging PR campaign for Lyons Gold Blend to highlight the brand’s activity at Taste of Dublin.
Solution:
Lyons Tea prides itself on the quality of its Gold Blend tea and therefore WHPR developed a PR programme that reflected the quality of Lyons Gold Blend whilst highlighting the brand’s involvement in Taste of Dublin, which is a notoriously cluttered space.
WHPR approached Irish hat designer, Philip Treacy to commission a one of a kind creation inspired by Lyons Gold Blend. It was a coup in itself to secure Philip Treacy as he does not provide his name to many brands and Philip’s Irish heritage and genuine love if Lyons Tea proved invaluable.
The one of a kind hat was specially created to celebrate the rich qualities of Lyons Gold Blend, which research had recently revealed as the best tasting gold blend tea, out performing competitors on taste, colour, flavour, appearance and mouth feel in both blind and branded research.
The eye catching creation was made using hand dyed black pheasant feathers and vibrant red coq feathers curled using a signature Philip Treacy technique to create a fantastic 3 dimensional masterpiece, which conjured up the image of Lyons Gold Blend brewing in a cup.
To unveil the hat & Lyons Gold Blend activity at Taste of Dublin, Philip Treacy agreed to come to Dublin to do a full day of media relations which included a photocall, one to one media interviews and an interview with TV3 Xpose.
The bespoke hat was also put on display at the Lyons Gold Blend tent at Taste of Dublin where visitors were invited to enter a competition to win the stunning bespoke Philip Treacy creation. Student Doireann O’Dhalaigh was the overall winner and was treated to a trip to the Galway Races to show off her wonderful prize.
For more information on Lyons Tea go to: www.lyonstea.ie/
Follow Lyons Tea on Facebook: www.facebook.com/LyonsTea
