Tea has long been thought to have therapeutic powers. William Gladstone said: 'If you are cold, tea will warm you. If you are depressed, it will cheer you. If you are excited, it will calm you.'
This slogan was launched last year in a commercial by Abbott Mead Vickers BBDO. It featured a cartoon in which a willowy young woman is adrift in a rowing boat on a stormy sea. But the storm subsides and the boat ends up on a beach, where she meets a calm, welcoming version of herself. The two embrace and merge into one, sipping a nice cup of Rosie Lee.
The symbolism positions the beverage as a restorative in troubled times. Women, the slogan says - the ad is aimed exclusively at women - this drink won't change or improve you: it just puts you back to how you were before you were tossed about on the rough waters of life.