Campfire shows for Twinings that there is a tea for every mood

A "good night" tea for the nerves, a "ginger-lemon" tea for inspiration - every tea drinker knows that there is a suitable tea for every mood. And the Twinings range is as diverse as the consumers themselves.

With this core message, Campfire focuses on consumers' emotional micro-moments and aims to connect them with the brand's wide range of products in this way.

User-centered and authentic

The concept is based on the moods, motivations and challenges in the lives of the target group. Through down-to-earth and authentic communication, which deliberately avoids stereotypical imagery and glossy models, existing and potential customers should recognize themselves. 
 
Wander appointed Campfire as its lead agency for the Twinings brand this spring and commissioned it to develop a new communication campaign with a digital focus and to rebrand the brand. On the one hand, to draw attention to the wide range of fruit and herbal teas on the market and, on the other, to modernize Twinings' image.

More than just black tea

Consumer interviews revealed that Twinings is primarily associated with black tea and English traditions, although the brand offers over 20 different blends in the herbal, fruit and feel-good tea segments. When designing the campaign, emphasis was placed on showcasing the diversity of the product range, but also on playing with the associations with the brand. The aim is to achieve a long-term change in consumer perception and improve the customer relationship.

Digital to POS

Establishing a digital presence is very important. But: "When it comes to tea, the purchase decision is mainly made at the shelf," says Sarah Kieser, Brand Manager at Twinings. The big challenge is therefore to bridge the gap between the digital presence and the POS. 

The campaign overcomes this hurdle by focusing on an image campaign with a purchase-oriented approach. In addition to the image and product commercials, which are played out to users specifically along their customer journey on social media channels, a striking key visual was developed that runs as a common thread through all measures.