Twinings, the home of premium tea and one of Britain’s most cherished brands, is repositioning its extensive range of fruit, herbal and green teas with a £10m packaging relaunch due to reach retail and out-of-home environments from November.
The tea supplier aims to promote every day, enjoyable wellbeing with the relaunch in order to galvanise the market and attract a new generation of tea drinkers for whom healthy living is a priority.
The new designs, developed by long-term brand design partner BrandOpus, will take consumers on a voyage of discovery by subtly bringing each blend’s ingredients to life through unique, blend-specific illustrations. Each box features an outdoor storytelling adventure that will draw out consumers’ fond memories.
The infusions blends are housed in distinctive yellow packaging, which was rigorously tested and researched to ensure it both offered new emotional appeal and maintained shoppers’ existing memory structures. Research shows that yellow is linked to positive emotions, such as wellness and aspirational thoughts, and consumers reported that the sunny packaging was uplifting and made them feel optimistic.
The new packaging also offers consumers easy navigation to their favourite teas. The yellow and green colour-blocking for the infusions and green blends will allow a shopper to quickly locate Twinings on the shelf and see the entire range of teas. In addition, the new format includes mechanisms to enhance freshness and help consumers integrate tea into their busy lifestyles. The pack has a click-lock lid to allow easy opening and a foil interior to keep tea fresh for longer. Tea bags are now packed individually so a tea-drinker can reach for their tea of choice without pulling apart multiple tea bags.
This is the first time Twinings has invested in major upgrades to its infusions and green tea packaging in 15 years. The company is communicating to consumers every step of the way, from the introduction of the upgrade through its implementation. Message cards have been inserted into top-selling teas since the end of June to inform shoppers of the packaging and design changes. In phase two, Twinings will offer a message in the new packs: “New Packaging, Same Great Taste.”
Twinings will support the new repositioning with a £6.6 million investment, including TV, OOH, digital and sampling campaigns starting in February 2017.
“Twinings spearheaded the revolution in infusions and green teas, and we want our packaging to reflect our commitment to the enjoyable wellbeing promoted by our tea,” said [Vicky Keenan, Head of Brand]. “Twinings has been listening to consumer needs for centuries, and now we can use your feedback to lead big change in the herbal, fruit and green tea categories.”
“This range design for Twinings healthy teas epitomises the feeling of positivity and optimism that consumers feel while drinking their favourite infusions. The unique illustrations convey the individual and different experiences of the blends from one pack to the next, whilst also helping to create a bright and distinct destination on shelf,” said Paul Taylor, Executive Creative Director at BrandOpus.
Twinings is building on its existing strength in the infusions and green tea category where it enjoys a 50.2 percent market share. The previous infusions and green tea relaunch from Twinings, and BrandOpus, brought over 1.4 million new consumers to the brand.