UK – In a bid to modernise associations with drinking tea, British brand Twinings is borrowing cues from the health and wellness sector in a campaign that promotes its range of adaptogenic and vitamin-infused teas. The campaign, Alive in Every Drop, comprises a series of cinematic films that challenge traditional stereotypes of tea drinkers. Created by advertising agency Uncommon London, the work features individuals drinking tea in moments of reflection, exercise and focus.
Through this alternative approach to storytelling, Twinings echoes the ideas we explore in Total Tastes, with food and drink companies turning to ingredients to positively boost people’s psychological states. In doing so, the brand also elevates its offering and broadens its appeal. ‘We’ve never enjoyed more varieties and blends of tea in our lives but the image of tea in the UK is somewhat stuck in the past,’ writes Uncommon in a blog post. ‘Twinings are seeking to address this with these captivating stories of new tea moments.’
As more consumers look for holistic wellbeing solutions, food and drink brands should experiment with products that bolster people’s mental and physical health.
Reflect on how Twinings is updating its positioning to reach a modern audience. Brands with a long-standing heritage should consider similar strategies to diversify their messaging