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Marketing tea against a turning tide : coffee and the Tea Council of Australia 1963-1974

journal contribution
posted on 06.12.2017, 00:00 authored by Jillian AdamsJillian Adams
Before World War II, Australians followed British tradition and largely drank tea. When coffee challenged tea-drinking in post-war Australia, the tea industry fought back using marketing techniques imported from America. This article looks at the shift to coffee-drinking in post-war Australia through both the challenges faced by the tea industry, and how the tea industry tackled the trend towards coffee. It focuses on the Australian Tea Council’s marketing campaign—targeted primarily at women and using television, radio, women’s magazines and cooking competitions—that promoted tea as a fashionable drink and preferable to coffee. It draws on oral histories and the memories of people working in the tea and coffee industries as well as articles and reports in newspapers and popular magazines during this period of transition.

Funding

Category 2 - Other Public Sector Grants Category

History

Volume

15

Issue

2

Start Page

1

End Page

10

Number of Pages

10

eISSN

1441-2616

Location

Brisbane, Qld

Publisher

QUT Creative Industries

Language

en-aus

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Faculty of Arts, Business, Informatics and Education; Learning and Teaching Education Research Centre (LTERC);

Era Eligible

Yes

Journal

M