Magazine article Marketing

Twinings Redesigns to Attract Younger Market

Magazine article Marketing

Twinings Redesigns to Attract Younger Market

Article excerpt

The 295-year-old Twinings Tea brand is undergoing its first packaging revamp in almost 20 years as it seeks to reach a younger audience.

While the black and gold livery is retained, the cameos have been ditched in favour of more colourful and iconic illustrations, according to marketing manager Elizabeth Edwards.

In a move to emulate the wine industry, the packs will also carry tea guides, giving detailed descriptions of the tea's origin, flavour and suggested serving occasions. This initiative is similar to that being adopted by brewers such as Bass, in a bid to differentiate their beers and educate consumers. Twinings has gone a step further, by also offering advice on other teas within its range that the drinker might like.

Three new blends join the range, the first new Twinings products for five years. They are: Chai, a traditional spiced Indian tea with ginger, cloves and cinnamon; Keemun, a single-origin tea from China, and decaffeinated Traditional English.

The redesign, by design agency Springetts, is the result of five years' work by Twinings to give the brand a more contemporary feel, with the aim of attracting younger consumers to the Twinings brand. …

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