US

US national chain Second Cup has introduced a new line of whole-leaf tea products containing new and reformulated teas in new packaging. Following on the heels of its last year’s successful introduction of Rainforest Alliance Certified coffee, Second Cup confirms that the new line of teas has also received a seal of approval from the Rainforest Alliance.
According to Second Cup, all of its espresso beans and 80% of the chain’s total coffee portfolio consists of Rainforest Alliance Certified coffee and the new whole-leaf teas, sold in “silken pyramid bags” instead of the regular paper sachets, will attempt to recreate the success of its coffee line in line with its comprehensive strategy to promote sustainable products and sustainability in general.
As part of its promotional campaign for the new tea line, Second Cup produced two documentary style commercials in support of its brand message “A little love in every cup”. One 15-second TV spot stars a Second Cup store operator at the Rotman School of Management named Jamie, who was selected for the commercial following an international contest meant to show how Second Cup cares for its customers.