Twinings has long been seen as a quality tea.
But most people would only consider drinking it on special occasions.
We needed to convince existing, occasional Twinings drinkers that they deserved to drink high quality tea every day.
We discovered that Twinings could display a unique understanding of the emotional importance of tea to its core, female drinkers.
The result was a beautifully crafted, moving TV campaign which touched the hearts of millions of people.
It has already led to record market share of 14.1%, marked rises in weight of purchase and unprecedented campaign impact and efficiency.
It is a testament to the power of expertly executed, emotionally rich TV advertising to drive a huge social response, with the power of music especially important. It’s the first chapter in a story that will see Twinings take the place in tea drinkers’ hearts that it truly deserves.
The context and objective
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