Twinings has ploughed £10m into an integrated campaign to build on the success of its ‘Get You Back to You’ campaign and establish the tea brand as something which makes an everyday difference.
The stop-motion ad, which used paper-craft techniques, shows a woman sip a cup of Twinings Everyday English Breakfast tea in the morning and enter a world created from Twinings tea tags. It ends on the tagline ‘drink it all in’.
Explaining the concept, marketing director Heather Hartridge said: “There’s lots of little things you can do every day that make a big difference, and Twinings is one of those things. So we’ve really tried to amplify that feeling in the advertising."
She went on to tell The Drum that it is part of Twinings' ongoing strategy to encourage people to turn to the brand every day.
“If we want people to think differently about tea, a winning strategy has been to create advertising that drives real appraisal. How do you get them to think differently about tea? Distinctive, clever campaigns have been doing that for years and this is just the latest,” she said.
It follows the ‘Get You Back to You’ activty, which launched three years ago. This signalled the brand's move away from product-led marketing and has run in various versions until last year.
The activity seems to be working, with Twinings currently holding a 21 per cent market share, according to figures covering the four-week period ending 17 January, up from 13.8 per cent five years ago.
Music has also continued to play a vital role in connecting with consumers. The 'Get You Back to You' activity played out to a version of The Calling’s Wherever You Will Go by Charlene Soraia and the latest spot has used Sophia Loren's ‘Bing, Bang, Bong’ to reinforce the postive tone.
The brand’s long-term creative agency AMV BBDO was behind the campaign idea, which was developed by BAFTA-award winning directors Parabella.