Twinings of London
CW: Dean Weber AD: Jasmine McCrae


Twinings is getting boxed out of supermarket shelves by edgy new offerings with zen-inspired names like Harmonious Chai of Belonging and Stardust Oolong Revitalization. But it would be a sin for Twinings to abandon the fine British tea tradition that they practically invented. They even have a royal warrant to supply tea to the palace - and since the public is fascinated with the lives of royals, we decided to create a campaign that celebrates the real reason people get together and drink tea:

Print

Ringers for tabloid covers would be placed in newspaper dispensers and Tube kiosks throughout London.



As Londoners descended underground for their morning commute they would open the newspapers to find - not a salacious story about the Queen - but in fact long Austenian copy spouting off about the fantastic situations Twinings gets itself into.



Social: Branded emojis, or "teamojis" that Twinings fans could use to share the latest gossip or chime in on the latest reality tv scandal



Limited edition mugs (with thermal messaging) & outrageous tea cozies would be released:



Introducing David

Last but not least, to get customers to engage with the brand and take a deeper dive into the world of tea, Twinings would create and maintain David - an advanced AI tea sommelier/chatbot with a snippy personality: