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Inspiring office tea times to brew up mid-afternoon motivation

The Challenge

Challenge people’s perception that fruity teas smell better than they taste, and support growth of Infusions as a category by driving frequency.

Real World Thinking

The product was positioned as a healthy, tasty alternative to stay hydrated by ‘making water wonderful’. We targeted the 3pm office slump, where energy is down and water becomes boring, and wanted to inspire people through the range of fruit teas. So, we tapped into an already adopted means of motivation amongst the audience – the meme.

The Execution

Our sampling targeted specific offices, on a nationwide activity of 12 live teams, across 3 consecutive weeks with a whole host of Twinings goodies.
This included 3 different samples, a 50p coupon to drive to purchase, a bespoke digital content partnership with the Huffington Post and a commissioned series of beautiful ‘meme posters’; designed to act as desktop POS - all this together inspired and motivated whilst keeping Twinings front of mind.

Results
573,894 sample packs distributed
1.4 million+ Twitter impressions
129,355 new buyers recruited within 6 weeks post
brita fill and go travel smart
twinings make water wonderful lettering
twinings make water wonderful lettering
twinings make water wonderful lettering
twinings make water wonderful lettering

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