
Activation Campaign
Sector
Food & Drink
What We Did
Creative Strategy, Art Direction, Production, Design & Post Production
What We Delivered
3 KVs, 1 Hero Video, 6 Social Assets
Results
3.6M VIEWS
7,690 Views | 84 Comments | 1557 Shares via TikTok, Sep 2024
Background
Twinings approached Arwec to execute a product activation campaign aimed at increasing the appeal of their new cold serve infusions.
The goal was to inspire two key target consumer groups to experiment with Twinings infusions as a delicious, healthier alternative to iced tea, flavoured water, and other sweetened beverages.
Challenge
Cold beverages are increasingly popular, while traditional tea consumption is declining. We needed to
Shift the perception of Twinings from hot beverages to refreshing cold drinks.
This meant tackling the lack of inspiration consumers felt toward their cold-serve range and showcasing how easy it is to brew cold tea at home.
Solution
In partnership with Twinings, Arwec developed the "Brew. Chill. Sip." campaign to highlight Twinings infusions as a versatile, healthy alternative to traditional cold drinks.
This tagline succinctly captured the easy process of preparing the infusions and encouraged consumers to experiment with creating their own cold brew at home.
Consumers were inspired with core serve suggestions, in a bespoke home environment.
The videos showcased the infusions being brewed and served over ice, emphasising their refreshing taste in three simple steps.
Alex Jackson
Brand Connections Manager
Twinings
Behind The Scenes
From concept to execution, our integrated creative and production team worked seamlessly with the Twinings in-house team.
We carefully crafted every detail: creative strategy, art direction, set design, drinks styling, and mixology, with our talented crew.
Filmed at our purpose-built Arwec Studios, the campaign was brought to life with precision and creativity at every step.