TWININGS
MOVING TEA BEYOND
CLIENT
Twinings & Co. Australia
SCOPE
Strategy • Design • Realisation
THE CHALLENGE
Twinings has established traditions and consumption rituals of tea, however were not considered for health credentials. The new offer needed to acknowledge the tradition of tea but speak to new generations of tea drinkers who have wellness at their core.
THE SOLVE
Twinings Live Well brings together tea, herbs and botanicals with proven therapeutic attributes to craft infusions that are a perfect balance of enjoyment and benefit.
The strategy for this innovation brings together a deep understanding of category norms for tea alongside semiotics from vitamins and other benefit-led offers to drive value in the tea segment.
Creating healthy habits for a life well lived.
60%
of Twinings Live Well benefit tea sales were incremental.
40%
market share in Benefit Teas achieved.
38%
segment growth.
SOURCE: Head of Brand Marketing, Twinings & Co. Australia. November 2022.
