The tea brand hopes that a master brand strategy will help grow its share of the total tea market and take on market leaders PG Tips and Tetley.
Twinings currently has a 14.1% share of the total market but holds 60% of the speciality tea market. PG tips holds 25% of the total market while Tetley holds 23%.
US Pop star Lissie will sing a version of Fleetwood Mac’s Go Your Own Way in the latest TV ad, due to launch in March It will be available to download on iTunes from 19th February.
Sean Summers, marketing director, says: “We wanted to take our position of strength and move the brand on to the next level. In the past we had been talking a lot about ourselves and our products and our quality and so the obvious next step is to move on from that and put the brand in the shoes of customer. It’s a scary shift because the past approach had been working very well for us.”
“Previously in our marketing we had given very rational reasons to buy Twinings and got a rational response. Now it’s about understanding our role within consumers” lives and it’s triggered an emotional response. It’s happening across food and drink sector because from a functional point of view, everyone can come up with a new flavour or innovation and it’s expected by consumers. They are looking for brands that go beyond that and give something extra. That’s where you get loyalty and brand love.”
The first ad campaign launched under the “Twinings, Gets you back to you” strapline as revealed by Marketing Week, in September, featuring a version of The Calling’s Wherever You Will Go by Charlene Soraia.