How do you reimagine your portfolio to leverage shifting consumer behaviour?

The Potential:

Twinings is one of the most recognisable names in tea, but the category was shifting. More people were moving beyond hot drinks, looking for options that better fit modern routines, from on-the-go refreshment to everyday wellbeing. The opportunity was to help Twinings meet these changing needs in a way that felt fresh, relevant and true to the brand: stretching into new spaces while building on its authority in blending.

The Insight:

Consumers had the same needs, but behaviours were shifting significantly. They wanted drinks that could give them more. Hydration was rising in importance, but water alone often felt dull, and hot drinks did not always suit the moment. Functional benefits were becoming part of the everyday, with more consumers seeking simple ways to support energy, balance and wellbeing. The opportunity was the convergence of flavour, function and convenience.

The Idea:

We helped Twinings turn that shift into two distinct but connected innovation propositons.

Cold Infuse created a new role for the brand in cold, flavour-forward hydration, a simple, sugar-free way to make drinking water more enjoyable, and easier to do more often.

Superblends took Twinings into benefit-led wellbeing, with blends designed around everyday functional needs. Together, the two launches helped Twinings move beyond its traditional hot tea territory into a broader, more contemporary drinks space.

The Impact:

Together these two launches in 2018 helped Twinings to regain no.1 status in the tea category, and both are still performing strongly today.