The new 40 second and 10 second creatives, will run for five weeks from 4 January and form part of the brand’s £1.3m above-the-line investment and shine the spotlight on Twinings’ Infusions portfolio. They have been created by AMV.
Twining says they aim to “demonstrate an innovative artistic concept, to encourage consumers to explore the brand’s established Infusions offering.”
A PR campaign, on-pack loyalty activity and online sampling will also support the creatives.
Heather Hartridge, Twinings head of brand, says: “We’ve placed a considerable investment behind the on-going campaign to communicate to our consumers that there really is a different tea for every mood. We want all of our communication to inspire consumers to explore the wide range of teas that Twinings has to offer. The new Infusions creatives do exactly that while achieving strong cut-through and differentiation in the market.”
The 10 second edit is a call to action, directing viewers to the Twinings website, where they will be able to select two free samples to try at home.
The 40 second edit opens to artist Tom Parks, in a characteristic studio setting, preparing and carefully placing several cups of Twinings tea into an unknown formation on the floor. Creating a feeling of anonymity, sections of the arrangement are then revealed as the voiceover explains “Twinings Infusions are all sourced from nature – from Nettle and Peppermint to Strawberry and Mango”.
Using stop-frame animation, the camera then pans back to expose a beautiful cascading waterfall while the narrator states “They’ll leave you feeling beautifully refreshed”.