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<\/a><\/div>\nOne of the \u2018mini-mags\u2019 c.1968 was clearly published in the warmer months.\u00a0 Featuring a range of recipes for iced tea drinks and \u2018go-withs,\u2019 it presented tea as the go-to drink for any occasion.\u00a0 On one page, readers are encouraged to \u2018throw a partea,\u2019 with recipes provided for alcoholic and non-alcoholic punches.\u00a0 A recipe for one of these, \u2018Tea-juana punch,\u2019 is provided below.\u00a0 Another page promotes iced tea as the right drink for the \u2018surfin scene,\u2019 and offers a glossary of \u2018surfin\u2019 terms.\u2019<\/p>\n
<\/a><\/div>\nFeatured also is a \u2018Pop Profile\u2019 of Auckland band the Dallas Four (incidentally the winners of the 1968 nationwide \u2018Tea Rave Band Contest\u2019).\u00a0\u00a0 They are photographed with their preferred drink of iced lemon tea.\u00a0 Trade publications (titled Teamen) from the Tea Council indicate that along with the \u2018Tea Rave\u2019 contest, a wide range of events were sponsored throughout the country to promote tea to a younger audience.\u00a0 They included a \u2018Tea Dress\u2019 contest, a \u2018Tea is Fashion\u2019 event, and a \u2018Great Tea Race.\u2019<\/p>\n
As the Tea Council was simultaneously directing its advertising towards older age groups, the intensity of their push could well have been a response to something happening in the marketplace \u2013 perhaps competition from coffee?\u00a0 Instant coffee was introduced to New Zealand in the 1960s, and a quick check of a New Zealand Official Yearbook from the period suggests that the Tea Council might have had valid cause for concern.\u00a0 In 1968, New Zealand imported 7,179,006 tonnes of tea, and 3,972 tonnes of raw coffee.\u00a0 The corresponding quantities in 1970 were 7,636,228 tonnes and 6,123 tonnes, respectively \u2013 reflecting quite a caffeinated leap ahead for coffee!<\/p>\n
The Council\u2019s promotion of tea to teens revolved around the concept of tea as a new and exciting option, part of the counter-culture almost;\u00a0 one that could set a drinker aside from their peers as a \u2018fashion leader\u2019 or a \u2018trend setter.\u2019\u00a0 The kind of people who \u2018woke up to tea\u2019 were \u2018not afraid to laugh at convention.\u2019\u00a0 Drinking tea was presented as a rebellion of kinds; a chance to \u2018sort the way-outs from the never-ins.\u2019<\/p>\n
<\/a><\/div>\nThe advertising recognises teenagers as active consumers with ample leisure time.\u00a0 One poster encourages the \u2018tea-in,\u2019 a \u2018laze-around listen-along tea session where you invite your friends, listen to the latest and just be downright different. [\u2026] A \u2018tea-in\u2019 can be as mobile as you like.\u00a0 Load your surfboards, transistor record player, bikini and suntan lotion into the car, pack a couple of thermos flasks and throw a \u2018tea-in\u2019 beach style.\u2019<\/p>\n