Fear-Free Tea: When a Legacy Brand Becomes a Challenger

“We talk about progress, not perfection- because this is hard, and it’s just the beginning.”What happens when a heritage brand takes a hard left- and becomes a purpose-driven challenger?In this episode, we hear the powerful story behind Typhoo’s reinvention as a mission-led business focused on ending gender-based violence on tea plantations. From a funeral for “old Typhoo” to a bold new operating model, this isn’t your typical rebrand story. We explore how putting purpose at the centre of every decision can be both a compass and a comms challenge- and why it takes the right bums on the bus to make it work.

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