Twinings has launched ‘But First, Tea’, a new long-term brand campaign promoting tea as an active wellbeing choice for different moments throughout the day.
The campaign highlights products across the Twinings range, including Sleep, Glow, Digest and Moment of Calm infusions and its Sparkling Tea collection.
It follows the brand’s summer ‘GenTea’ campaign and aims to attract new consumers, create more tea-drinking occasions and support category growth.
‘But First, Tea’ is backed by one of the brand’s most significant marketing investments, with activity spanning TV, out-of-home advertising, paid social, creator content, retail media and shopper activation.
Media activity includes broadcaster video on demand around entertainment, drama and sport, integrations on Davina McCall’s Begin Again podcast and out-of-home adverts tailored to different moments throughout the day.
Twinings has also refreshed packaging across its Green Tea and Infusions range, introducing individual string and tag teabags with notes inspired by everyday tea rituals.
