Dilmah Tea has launched a new brand campaign that brings to life the values that have defined it for generations: purpose and an enduring commitment to real tea.
The campaign has been produced by Toybox NZ and features two distinct films, each reflecting a core pillar of the Dilmah story.
The first is “Elephant”, which speaks to Dilmah’s long‑standing commitment to purpose beyond profit. The film is a nod to the brand’s conservation and humanitarian ethos, reinforcing the belief that business can and should play a meaningful role in protecting people, wildlife and place.
The second film is “Generations”, which celebrates Dilmah’s heritage as a family‑owned tea maker. Featuring Dilmah CEO Dilhan C. Fernando alongside his son Amrit, the film reflects the passing of values, knowledge and responsibility from one generation to the next, underscoring Dilmah’s stewardship of tea from grower to cup.
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“We wanted the work to feel honest and grounded, drawing on Dilmah’s values rather than inventing new ones,” said Nanette Miles, Executive Producer at Toybox NZ.
“Elephant and Generations have different creative angles, but together they express the depth of purpose and heritage that sits at the heart of the brand.”
Dilmah’s Creative Adviser, Daron Curtiss, added: “I’ve had the privilege of working with the Fernando family through much of Dilmah’s journey. From introducing Merrill Fernando as the face and voice of the brand to helping transition that story to Dilhan and now the next generation, the constant has always been authenticity.”
Curtiss is also credited with creating Dilmah’s famous “Do try it” phrase first heard in 1994 and still used today.
The media strategy and buying have been managed by RCJ, delivering a Screens led approach across broadcast television, BVOD and YouTube, supported with Social storytelling. The campaign runs nationally through winter, with a focus on high‑quality viewing environments.
“This is not a brand that needs to shout to be noticed,” said Shamil De Dodwell, Head of Marketing at Dilmah.
“Our role was to place the work in environments that reward craft and attention. In a category often known for cheap blends and commoditised products, Dilmah stands apart for its dedication to quality and the taste of Single Origin Ceylon Tea, a hallmark the brand is famous for.”
Main image: Dilmah