Brits were always known as tea drinkers, but the metrics are changing with Gen Z emerging as the generation of new opportunity for Twinings, especially for its Superblends range, that fits in with the current wellbeing trend. Leo UK’s new campaign aims to pique the interest of this younger audience while it expands the occasions in which Twinings tea is consumed.

Its idea, But First, Tea, positions Twinings as the preface for a range of everyday activities. The campaign focusses on Twinings’ Sleep, Glow, Digest and Moment of Calm as well as its Sparkling Tea collection.

The platform follows Twinings’ summer GenTea report, that found that 47% Gen Z turn to tea has replaced alcohol as the thing they turn to before life’s big moments. (Almost double the rate of Baby Boomers.) 62% said they’ve made a cup of tea specifically to mentally prepare themselves for something. It’s the new, now thing for Dutch Courage.

But First, Tea covers television, broadcaster video-on-demand, outdoor advertising, paid social, creator content, retail media and in-store activity.

Media activity includes advertising around entertainment, drama and sport on BVOD services, integrations with Davina McCall’s Begin Again podcast and out-of-home advertising tailored to different consumption occasions.

Twinings has also refreshed packaging across its Green Tea and Infusions ranges, introducing individually wrapped string-and-tag teabags carrying messages based around everyday tea-drinking occasions.

In OOH, the campaign will use customer stories selected from more than 12,000 submissions on a billboard in London’s White City for a weekend in October.

Credits:

Creative Agency: Leo UK
Media Partner: Starcom
Retail Agency: Publicis Commerce
Earned Media, Social & Creator Activity: MHP Group, Splendid Communications and Whalar
OOH Production: Studio La Plage