Runway West: Targeting young women for Twinings
With two new TV sponsorship spots, the Zurich-based agency Startbahnwest is giving Twinings' fruit and wellness teas a fresh look.
The aim of the TV presence is to increase awareness of the new fruit and feel-good teas among the target group of younger women and to acquire new customers, the agency said in a statement. The visual concept of the commercials dramatizes the product performance through an extreme food appeal that stylizes the moment of enjoyment in a sensual way. This creates a symbiosis between the ingredients of the fruit and wellness teas and the tea water. The ingredients of the teas, herbs and fruits, are surrounded by a hot jet of water. They blossom in the water and become part of a gracefully beautiful underwater world. The product experience staged in this way is thus independent of people, place and time.
The two commercials can be seen from October 15, 2012 as sponsorship spots for the shows "Gute Zeiten, schlechte Zeiten", "Alles was zählt", "Der Sat 1 Film Film", "The Voice of Germany" and "2 Broke Girls" on various channels, as well as on television in western Switzerland.
Responsible at Wander: Angelika Leemann (Brand Manager Twinings Switzerland), Christof Stulz (Manager Marketing Health & Functional Nutrition). Responsible at Runway West: Kim Grenacher, Hartmut Vetter (consulting), Eva Bajer (creative direction), Marco Pinsker (art direction), Stephanie Kleinlein (text). Responsible at The Marmalade:
Torsten Eichten (Director), Nicole Neumann (Producer), Eike Rieche (DoP).
