Tetley has partnered with Breast Cancer Network Australia (BCNA) to launch a campaign to raise awareness around breast cancer and to encourage Australians to talk “honestly and openly”.

Framed as its ‘Uncomfortable Cup’ campaign, Tetley has developed a limited-edition pink pack of Tetley Tea Cup 100s from which it will be donating 5¢ for every pack sold to BCNA. The money raised will support the drive to ensure every Australian affected by breast cancer has access to BCNA’s support services and resources.

“We wanted to create something simple, with standout appeal on shelf which would engage with consumers as a fund-raising opportunity but also act as a daily nudge to start important conversations,” says Tetley ANZ Head of Marketing Divya Shrivastava.

Breast cancer remains the most commonly diagnosed cancer among Australian women, with over 21,000 new cases expected in 2025.

“Yet reluctance to be open about it, fear and uncertainty prevent many from seeking help or sharing their experience,” says Tetley.

The Uncomfortable Cup campaign centres on using tea as a “gentle but powerful prompt to speak up, listen, and support one another”.

“Sharing a cup of tea can be the catalyst for conversations, which no matter how uncomfortable, are deeply necessary,” says Tetley.

“Whether checking in with a loved one, sharing a personal story, or learning about symptoms and screening, these moments of connection can lead to early detection, greater understanding, and stronger support.”

Tetley’s campaign will come to life throughout October in-store and across digital platforms supported by stories of Australians with lived experience of breast cancer, sharing their journey to inspire others to join the conversation, and raise awareness at scale. Additional initiatives will roll out to drive engagement throughout the campaign.