Tea brand Tetley has released a limited-edition 'pink' pack of its Tea Cup 100s as part of the Uncomfortable Cup campaign, created with Breast Cancer Network Australia (BCNA). For every pack sold, Tetley will donate 5 cents to BCNA.
Divya Shrivastava, head of marketing and innovation ANZ for Tetley, said, “We wanted to create something simple, with standout appeal on shelf which would engage with consumers as a fund-raising opportunity but also act as a daily nudge to start important conversations.”
The campaign uses packaging to prompt discussions about breast cancer, with the aim of reducing stigma and encouraging early detection. It will be visible in-store and online throughout October, supported by stories from Australians with lived experience.
Gharry Eccles, president of international business at Tata Consumer Products, parent company of Tetley Australia, said, “Breast cancer is a tough topic, but that’s exactly why we need to talk about it.”
BCNA chief executive, Kirsten Pilatti, said the partnership “represents everything BCNA stands for being present in the moments that matter most.”
According to BCNA, more than 21,000 Australians are expected to be diagnosed with breast cancer in 2025, with 58 people diagnosed each day.
