With the rise in popularity of European tea brands in China and SE Asia, the challenge for Twinings was to create cut through with consumers in these markets.
The Twinings brand positioning is very traditional and British heritage focussed. From the consumer research it was clear that our target group were adopting European brands based on more emotional lifestyle choices. The challenge was to move the brand from London tradition to London lifestyle and create an aspirational window into that world. The intriguing London Soho style and cool-luxury.