Tea is an iconic part of Britain. However, its status is largely rooted
in the emotional connection consumers have with the brands. Yorkshire
Tea epitomises how tea brands should look to create and leverage the
emotional connection but many brands are still failing to create any
real connection.

The new Edentifier report, which looks at
emotional distinctiveness in category, identifies the core emotions tea
brands should be reflecting through their brand ethos, packaging and
advertising. It also illustrates how they currently perform against each
emotion.

Importantly, it reveals one major emotional opportunity area being ignored by the all the leading brands...