Twinings: Change it Up

On a Mission to Change up Water!

Twinings wanted to launch Cold In’fuse – their first ever product that infuses with cold water, not hot. This was big news for Twinings; it’s a product designed for a younger, urban, millennial audience – who were favouring cold water bottles over china tea cups.

How do you reposition a traditional British tea company, that is over 250 years old with a new, hip millennial audience – whilst launching an entirely new product category at the same time?

We recruited seven influencers who were each allocated a specific day of the week for a total of one month. This meant daily content flooded the Instagram feeds. The influencers were segmented based on passion points – but also with overlapping audiences to ensure consumers saw multiple content posts.

The Cold In’fuse campaign saw known and loved influencers doing new and interesting things. We saw influencers #ChangeItUp in many ways, from trying at-home Pilates and speed work training in the gym to changing their usual morning workout to a hike up to a beautiful look out point, to exploring new cities and trying new adventure theme park rides! They were literally changing up their content and disrupting their routines…

 

Rochelle Humes in boxing ring holding cold infuse twinings  Woman holding cold infuse twinings  Woman holding multiple cold infused twinings