Twinings launch new ‘Art of Tea’ ads

British tea brand Twinings will return to TV screens in the New Year with the latest instalment of its ‘Discover the Art of Tea’ campaign.

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”.

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now