Twinings Redefines the Tea Moment in Powerful Campaign ‘Alive in Every Drop’

Tea is something so deeply woven into the fabric of our Nation; everyone drinks it and connects with it in some way, shape or form and we’ve never enjoyed more varieties and blends of tea in our varied lives. Twinings want to redefine the role tea and botanicals can play in people lives as part of their daily wellbeing.

Twinings have launched a new campaign ‘Alive in Every Drop’ created by Uncommon. The campaign showcases and celebrates the modern tea moment. The new work aims to re-enforce perceptions of Twinings as a wellbeing drinks brand and challenge stereotypes of tea drinkers whilst redefining the category through telling powerful stories of the new tea moment.

Inspiring everyone to get more out of every moment, ‘Alive in Every Drop’ showcases Twinings new wellness tea range in a series of short films shot by Academy award winning feature film director, James Marsh. The films celebrate a different energy the tea creates through capturing each protagonist alive in their moment, with Twinings playing a natural role. Marsh artfully elevates each moment, telling our stories in one take, through a cinematic lens. The results are original, singular and disruptive. These observations beautifully capture our protagonists in their individual tea moment.

The film series includes a mesmerising minute of an early morning dance full of radiance, to the track Bad Karma by Axel Thesleff, featuring the Glow blend. A rare and beautiful moment of serenity on a beach featuring the Calm blend. To bring a real tea moment to bear, the campaign also includes an authentic live performance from upcoming MC Nino, fully immersed in his craft featuring the Focus blend.

Nino embodies the sentiment of the campaign through reflecting his tea moment of focus, as a means to accessing his creativity in delivering a moving performance. Tea may feel an unexpected addition into a world more commonly associated with liquor and streetwear, but tea has long been a partner for those creating vocal performances and Nino’s care and focus are evident in this piece.

The campaign speaks powerfully to Twinings purpose of empowering people get the most from life, but also seeks to depict a modern image of tea in the UK. We’ve never enjoyed more varieties and blends of tea in our lives but the image of tea in the UK is somewhat stuck in the past. Twinings are seeking to address this with these captivating stories of new tea moments.

Twinings have innovated in the world of tea for over 300 years and this shift to a focus on wellness and a more modern view of the brand recognises Twinings place in modern British culture.

The film series will run across TV, Online and Social appearing during Channel 4’s GBBO episode running on Tuesday 5th October. The campaign will also be supported by OOH executions that embody a visual sense of the different wellness blends from the Twinings range.