Up North it is a brew, in London a cup of splosh, and nationwide it is simply a cuppa, but Twinings is aiming to reposition tea’s role in modern life and make it a more active wellbeing choice in a major new long-term brand campaign.
Built around the phrase “But first, tea”, the integrated campaign has been devised by Leo UK with media through Starcom and highlights the breadth of the Twinings range, from infusions such as Sleep, Glow, Digest and Moment of Calm to the brand’s Sparkling Tea collection.
Ultimately, the activity aims to shows how different blends can support different occasions, and, in doing so, it reframes tea from a passive comfort into a simple active choice that helps people prepare, reset and reconnect throughout the day.
The launch marks the next chapter in Twinings’ brand evolution. The brand claims to be bringing more new buyers into tea than any other, and has helped rejuvenate the category by recruiting younger consumers, with more under 35s buying Twinings than any other brand.
But First, Tea aims to build on that momentum, with a strategic ambition to unlock new consumers, create new tea drinking occasions and drive further category growth by making tea – and Twinings – an even more active part of modern wellbeing.
The brand platform follows Twinings’ summer GenTea campaign, which explored tea’s evolving role among younger consumers, finding that almost half of Gen Z turn to tea rather than alcohol as their new “Dutch courage”. But First, Tea takes that insight further, presenting tea as a drink that helps people feel ready for the day, the unexpected and the moments that matter.
The activity is supported by one of Twinings’ most significant marketing investments, spanning TV, outdoor media, paid social, creator content, retail media and shopper activation. The integrated platform brings one distinctive idea to life across every touchpoint, building recognition and relevance wherever consumers consider reaching for tea.
The media strategy brings the campaign’s central idea – owning ‘the moment before the moment’ – to life by placing Twinings at the start of experiences people look forward to. Activity includes premium BVOD (Broadcaster Video on Demand) around entertainment, drama and sport; host-read integrations on Davina McCall’s Begin Again podcast; and playful out-of-home creative tailored to different moments throughout the day.
Publicis Commerce has developed the retail activation strategy, while MHP Group, Splendid Communications and Whalar are supporting across earned, social and creator activity. System1 provided the testing and insight throughout creative development, providing valuable insights to shape and strengthen its effectiveness.
As part of the OOH launch, Twinings will feature real customer stories selected from more than 12,000 submissions on a billboard in London’s White City for a weekend in October.
Capturing moments when people turn to tea for comfort, confidence or a pause, the stories bring the But First, Tea platform to life through real experiences. The creative execution was led by Studio La Plage, the production arm of MHP Group.
Twinings UK & Ireland marketing director Gill Close said: “We believe tea has a key role to play in a world where people are looking for simple, positive ways to invest in their wellbeing.
“At Twinings, we are already bringing new energy to the category, attracting more and younger consumers who are discovering what tea has to offer, and we want to grow the category even further.
“But first, tea is about reminding people of the simple difference tea can make and giving them more reasons to choose it throughout their day.”
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