BUILDER'S TEA - THE STRONG ACCENT - ACTION

Builder's tea is British slang for a strong, no-nonsense cup of tea. Create a copy-based campaign which positions Make Mine a Builder's as the authentic builder's tea at the heart of British life.

Action:

There's gonna be a false cliché phrase, printed in each tea bag with the kind of ink that disappears at getting in touch with the water, then when that phrase is gone, another one will appear with the ugly true (the strong accent).

This one will be printed with the kind of ink that appears with the contact of water.