Tag: Twinings

On 1 October Twinings launched “But First, Tea” in the UK, a long-term brand campaign backed by one of the company’s largest marketing investments in recent years. The core message: tea is not just a comfort drink but an active choice that helps people prepare, reset and reconnect throughout the day.

The campaign highlights the Sleep, Glow, Digest and Moment of Calm infusions, the Sparkling Tea collection and the green tea range, which recently received new packaging. Activity spans TV, outdoor advertising, social media, creator content, podcasts and in-store materials, with Leo Burnett handling creative and Starcom handling media.

Twinings says it brings more new buyers into the tea category than any other brand and is the brand of choice for consumers under 35. According to marketing director Gill Close, people are looking for “simple, positive ways” to invest in their wellbeing.

Source: Retail Times

Twinings, one of the oldest tea brands in the world, is starting a format change this month in the United Kingdom across its entire Green Tea & Infusions range. The classic teabags are being replaced by individual string-and-tag bags, and the boxes are getting a more compact design that takes up less cupboard space. The new packaging reaches retailer shelves and online stores over the course of September.

The company stresses that the recipes are not changing: the blends, the weight and the number of teabags in each box remain identical, with the change aimed only at the brewing experience. The decision followed consumer research and in-home testing, which showed that green tea and infusion drinkers want a format perceived as more premium and more intuitive to use.

The teabags, including the string and tag, are compostable at home or through food-waste collections, while the outer box remains recyclable. Each tag carries printed messages, and the packs include accessible QR codes designed for people with visual impairments. Gill Close, Marketing Director for Twinings UK & Ireland, summed up the approach: a cup of tea is about more than what is in it, it is about the whole experience.

Mister Tabaco does not currently sell tea, but we invite you to discover the rest of our range.

Source: Food and Drink Technology