Social enterprise MOOD tea has partnered with Carat and Dentsu Creative to launch a new ad campaign aimed at highlighting that MOOD tea isn’t a brew that just does great things, it’s a premium tea, too.

The campaign is founded on the understanding that individuals may not necessarily choose to drink MOOD tea solely because it contributes to charity.

Some people may opt for MOOD tea for personal reasons – because it enhances their mood, promotes their well-being, and leaves them with a positive feeling. The spokesperson is a quite unpleasant character, a genuine antagonist who displays a remarkably disagreeable behavior ion various life situations and points out that he doesn’t drink MOOD tea because it gives its profits to charity, but because it’s a good tea.

“When you drink MOOD tea, all of the profits go to fund youth mental health programs. But I don’t drink it because I’m a good guy. I drink it because it’s a good tea,” he says in the 15-second version of the commercial, which informs that MOOD tea is available at Woolworths.

The campaign runs across TV, radio, print, cinema, OOH, and digital media channels, with the support of 37 generous media owners.

MOOD tea recently added Jolly Good English breakfast tea to its product catalog, with a total of five teas now available for purchase directly from the MOOD tea website, and Woolworths stores nationally.