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A Sip Through Time: Formosa Oolong Tea During WWI

  • Writer: Liu
    Liu
  • Dec 18, 2024
  • 3 min read

Updated: Dec 19, 2024

Tea Vintage Ads Series Volume 2 : Formosa Oolong Tea During WWI


Formosa Oolong Tea Ads During WWI
Formosa Oolong Tea advertisement, WW1 Advertisement for Formosa Oolong Tea Rooms, the perfect place to unwind after a tiring day doing war work, such as these nurses pictured. The tea-rooms were situated in Piccadilly and was the most charming place in London for luncheons, teas and dinners. Date: 1917.

Picture this: it’s 1916, and the world is in turmoil. Amid the uncertainties of war, you find a moment of solace in a warm cup of tea. Perhaps it’s a steaming pot of Formosa Oolong, brewed carefully as you sit by a modest table, reading a wartime magazine. An advertisement catches your eye—it promises not just tea, but a moment of peace in a chaotic world.


The Allure of Formosa Oolong in Wartime Britain

Formosa Oolong Tea, already celebrated for its unique blend of floral and fruity notes, found a new role during World War I. While its earlier Edwardian advertisements highlighted luxury and sophistication, the wartime campaigns appealed to a broader audience, emphasising the tea’s comforting qualities.


These ads painted Formosa Oolong as a reliable companion during difficult times, offering a moment of calm amid the storm. They showcased imagery that resonated deeply: families sharing tea at home, soldiers finding solace in a steaming cup, and individuals cherishing small joys despite the uncertainty of war. This shift in marketing reflected the adaptability of the brand and the universal appeal of tea.


By aligning itself with the spirit of resilience and togetherness, Formosa Oolong remained relevant and beloved. Its nuanced flavours were no longer just a symbol of opulence; they became a reminder of the power of simple pleasures to unite and uplift.


The Ad That Spoke to a Nation

This WWI-era advertisement for Formosa Oolong Tea captures the essence of its time. Unlike the opulent Edwardian ads, which celebrated high society and luxury, this ad focused on the comforting and grounding nature of tea. Its imagery—a serene tea scene contrasted with the hardships of war—spoke directly to the emotions of a nation in need of hope and resilience.


The design of the ad was simple yet evocative, reflecting the practical values of wartime Britain. It reassured customers that, even in challenging times, a cup of Formosa Oolong could offer a small yet meaningful indulgence—a way to reconnect with a sense of normalcy.


Tea as a Symbol of Unity

During World War I, tea became more than just a beverage; it was a cultural lifeline. Soldiers in the trenches found comfort in a hot cup of tea, while families back home shared it as a symbol of unity and perseverance. Formosa Oolong Tea tapped into this sentiment, positioning itself as a dependable source of both physical warmth and emotional solace.


What set this ad apart was its inclusive tone. While earlier marketing had targeted the elite, the WWI-era ad reflected the shared experience of tea across all social classes. It reminded readers that, regardless of their circumstances, they could find comfort in a simple ritual that transcended the chaos of war.


A Testament to Resilience

Looking back, this advertisement for Formosa Oolong Tea is more than just a piece of marketing. It’s a snapshot of an era when even the smallest pleasures carried profound significance. It speaks to the enduring human spirit and the power of ordinary rituals to uplift and sustain us during times of adversity.


So, next time you brew a pot of Formosa Oolong, imagine yourself transported to a kitchen in 1916 or a quiet trench where soldiers sip tea by candlelight. Each sip connects us to generations who found strength and comfort in the same timeless brew. Cheers to a tea that truly transcends time.



 
 
 

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