Twinings has launched But First, Tea, a major new long-term brand campaign designed to reposition tea’s role in modern life and make it a more active wellbeing choice.
Built around the instinctive phrase ‘But first, tea’, the campaign celebrates the moments when people choose tea before taking on what comes next. Heroing the breadth of the Twinings range, from infusions such as Sleep, Glow, Digest and Moment of Calm to the brand’s Sparkling Tea collection, the campaign shows how different blends can support different occasions. 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 is bringing more new buyers into tea than any other brand, has helped rejuvenate the category by recruiting younger consumers and with more under 35s buying Twinings than any other brand.
But First, Tea builds 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 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.
One of Twinings’ most significant marketing investments
But First, Tea is supported by one of Twinings’ most significant marketing investments, with launch activity 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.
The integrated campaign was developed with Starcom as strategic media partner and Leo Burnett leading the final creative execution. Publicis Commerce developed the retail activation strategy, while MHP Group, Splendid Communications and Whalar supported across earned, social and creator activity. System1 provided the testing and insight throughout creative development, providing valuable insights to shape and strengthen its effectiveness.
Bringing the platform into product experience
Twinings also refreshed premium packaging across its Green Tea and Infusions range, introducing individual string and tag teabags with notes inspired by everyday tea rituals. The detail extends the campaign idea into the product experience, connecting the advertising platform with relatable moments when people reach for a cup of tea.
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.
Gill Close, marketing director at Twinings UK & Ireland, 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.”
