Thea (brand name)

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Thea.gif

Thea is an Austrian trademark of the Unilever company .

The first margarine produced by the Kunerol works in Vienna-Atzgersdorf from 1923 onwards was named Thea . The brand name was created on the basis of a competition under the motto 5 million crowns for one word , with the five names Dida, Gritti, Maya, Marga and Tea being determined in the first round and Thea from Tea in the final round .

This was probably also done in order to evoke the highest quality level (quality class 1) of butter in Austria, the tea butter (originally tea butter ). An advertising slogan from the pre-war days suggested: "Thea milk margarine tastes like the finest tea butter."

The production of margarine had to be stopped during the Second World War and could only be resumed in the post-war period in 1953 under the Soviet occupation.

In 1957, Thea was largely replaced by the Rama margarine , which is also produced by Unilever. Thea stayed with the cheaper margarine in the cube form, which was mainly used for baking.

Thea cookbook

In addition to margarine, the Thea cookbook , which was first published in 1958, achieved great success. 280,000 units were sold within two years. It was the beginning of a series that is expanded by another volume every two years. One reason for the popularity is the use of Austrian terms, which, especially in the kitchen language, differ greatly from the expressions used in northern Germany. But the recipes also correspond to Austrian customs.

An expansion of the range of services was the introduction of Thea's telephone cookery advice service in 1960. For the first time in 1996, Thea presented the Internet portal Thea-Online , which, with its recipes, menu planners and other service sites, has achieved such a level of popularity that it was already in the following year 1997 for was nominated for the State Prize for Advertising.

Web links

Individual evidence

  1. Stefan Michael Newerkla : Tea butter, tea sausage, Thea and the tea . In: ÖGL - Austria in history and literature (with geography) . 52nd year, issue 4-5a, 2008, ISSN  1013-9966 , p. 240-252 . (Quote on p. 244 with illustration of the advertisement)
  2. See on this Heinz-Dieter Pohl : The Austrian kitchen language . A lexicon of typical Austrian culinary specialties (with linguistic explanations). Praesens, Vienna 2007, ISBN 978-3-7069-0452-0 . Furthermore, see Stefan Michael Newerkla : Pischinger, Zierfandler, Kaisersemmel and Zuckerkandl: Old Austria as a culinary language area. In: Hubert Bergmann - Regina Maria Unterguggenberger (Ed.): Linguistica culinaria. Festival ceremony for Heinz-Dieter Pohl on his 70th birthday. Praesens, Vienna 2012, ISBN 978-3-7069-0684-5 , p.
     309-323 .