The tea brand will kick off its multichannel campaign during Location, Location, Location on Channel 4 tonight (19 February) with the launch of a TV spot titled “Drink it all in”, which was created by BAFTA award-winning directors Parabella and uses stop-motion to create a world made of paper tags from tea.
The ad looks to change the tone of the brand with a message around ‘embracing the small things’ as part of the company’s £10m investment in marketing over the next 12 months.
Heather Hartridge, marketing director at Twinings, told Marketing Week that the campaign is an effort to build on the success of the brand’s previous campaign, ‘Gets back to you”, which showed that “highly distinctive, ownable and emotionally engaging creative that is built on clear consumer insight really works for Twinings”.
“Where the ‘Gets back to you’ campaign was focusing on communicating the reason to drink Twinings, ‘Drink in the day’ moves the conversation forward to what happens when you do embrace the small things and the big impact it can have on each and every day,” she says.
She adds that the main focus of the investment will be in driving awareness around the quality of the company’s English Breakfast brands as well as its newer flavoured loose leaf tea innovations, such as Bollywood Chai Latte and Nutty Chocolate Assam.
“Over the past 10 years we have continually invested significantly in above the line activity,” Hartridge says. “This investment and commitment has been a central pillar of our business strategy: to drive awareness and engagement with the world of high quality tea, and has helped to secure Twinings’ position as the number one premium tea brand.
“Twinings is the leading premium tea brand, both in the UK and globally and has been for many years,” Hartridge says.
Nielsen figures cited by the brand for the four week period to 17 January showed that Twinings was outperforming the category, growing by 9.4% compared to market growth of 0.4%.
The company also claims it held 21% of market share in the period, up 13.8% from five years ago, success it believes is due to innovation and driving its quality message.
The campaign will be promoted through TV, radio, PR, press, digital, on social media through the hash tag #DrinkItAllIn and through a live experiential event which will use tea bags to bring the ad to life at the Twinings London store on The Strand, encouraging people to upload photos of the store to Twitter or Facebook to win prizes.