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Twinings Appoints Uncommon as Lead Strategic and Creative Partner

Hires, Wins & Business 107 Add to collection

Appointment comes as Twinings plans for a long term shift in vision

Twinings Appoints Uncommon as Lead Strategic and Creative Partner

Leading drinks brand, Twinings has hired creative studio Uncommon as their lead strategic and creative partner agency following a competitive pitch. The pitch was run by White Door Consulting.

Twinings has experienced strong growth from its Wellbeing ranges and is set to continue its stellar innovation track record with new product launches coming this year. 

The brand is now investing in creative firepower with Uncommon set to become a long-term creative partner to instigate the charge and orientation of the brand, as their business moves forward into 2021 with highly ambitious growth goals.

The brief set to Uncommon is to create a new long-term statement of intent for the brand, with the aim to positively re-invigorate brand image. The work will include a strategic repositioning and wider integrated brand campaign due to launch later this year.

The drive for change in brand comms is brought by a new team with recently appointed marketing director, Jo Spencer (10 months in the role, previously Asahi) and head of brand Simon Grove (five months in the role, previously Pentland).

Nils Leonard, co-founder, Uncommon said: “We couldn’t be prouder to announce our partnership with Twinings as they embark on a new direction for the business in this next stage of growth. A heritage brand that shares our ambition at Uncommon to matter in the world is something we can’t wait to get stuck into. We’re looking forward to bringing a new purpose to bear later in the year for the excellent crew at Twinings.”

Simon Grove, head of brand, Twinings added: “Uncommon impressed us from the start – their fierce creativity shone through every idea, equally backed up with meaningful insight. They grasped the huge opportunity for the brand and their bold ambition matched ours. We’re very excited to partner together in making Twinings a cultural beacon in the world of wellbeing and getting ever more people enjoying the incredible experience and benefits of our drinks.”


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Categories: Soft Drinks, Hot Beverages

Uncommon, Tue, 13 Apr 2021 08:55:04 GMT