Twinings kicked off a new TV campaign on February 19 called “Drink it all in”, which aims to position the tea brand as the catalyst to a vibrant day.
The integrated campaign, created by creative agency AMV BBDO, is part of a £10m marketing investment to be spread throughout 2015. It will be supported by digital, experiential, radio, PR and social media.
“‘Drink It All In’ aims to build on the success of Twinings’ previous above the line campaign ‘Gets You Back To You’. The development of the advert has been a dedicated process which has resulted in a truly unique look and feel. Our aim is to bring to life the idea that little things can have a big impact on their day; from English Breakfast to English Afternoon, Twinings offers such a broad range that there is something perfect to enjoy whatever the time,” commented Twinings Marketing Director, Heather Hartridge.
Twinings said the investment in the ad demonstrated its confidence in the category. It added the brand was outperforming the market with sales up 9.4% compared to market growth 0.4% in the four weeks to 17 January.