Twinings with new image campaign of content and form
The Iundf Group has launched a new branding campaign, including a media strategy, for the British tea company. For the first time in more than 13 years, the brand is now using out-of-home advertising.
With Twinings, Inhalt und Form was able to bring another brand from Wander AG on board alongside Caotina. The task: A new, creative image campaign and a smart media mix for a big impact for the year 2023/24, which was implemented by the Iundf agency group.
For Twinings, the traditional British tea company, a fresh appearance was to be created for the Swiss market. Indulgence, diversity and individuality are the keywords for the new campaign concept, which will be continued under the brand claim "As colorful as your life". Therefore, we focused on the diversity of Twinings and the individuality of the female target group in a colorful way.
"More diversity. More you."
"More diversity. More you." - under this creative guiding idea, we show different women in three key visuals who perfectly match their favorite tea - and it matches them. Verbena & Orange, Lemon & Ginger and Fruit-Infusion are the three main tea varieties that are the focus of the campaign, representing the redesign of the entire range. A key visual and a short spot were created for each of the three varieties, and the variety of the range was again taken up in an overall spot.
The campaign will be played out in three phases: In the awareness phase, the focus is on Twinings' versatile overall range; in the consideration phase, out-of-home posters of the individual tea varieties will be found in the Coop environment; and in the purchase phase, the focus is on the new packaging design of the teas. This campaign marks the first time in over 13 years that Twinings has used out-of-home advertising media in its media mix. Since October 16, the campaign has been played out digitally via Google and META ads in image and video format and via OOH.
Responsible at Twinings: Georg Kundert (Marketing & Sales Manager), Sarah Zumbühl-Kieser (Senior Brand Manager), Corinne Flück-Marti (Digital Marketing Manager). Responsible at Iundf agency group: Content and form: Dominik Stibal (CEO), Karin Estermann (Executive Creative Director), David Hugentobler (Creative Director), Caroline Minar (Art Director), Johanna Kilchenmann (Project Manager), Dario Brazerol (Junior Copywriter). Iundf Media: Gianluca Pirrera (Media Director), Michal Tylicki (Digital Campaign Manager).
