A GREAT TOMORROW, STARTS TONIGHT • TWININGS

Tasked with amplifying the brand’s ‘Alive in Every Drop: A Great Tomorrow, Starts Tonight’ platform, we set out to establish Twinings expertise within the sleep space. We developed a two-pronged approach to the brief: the first, product-focused digital content designed to continue to make Twinings and our products synonymous with sleep, and keeping our products front of mind. The second, an integrated campaign focusing on the benefits of a great night’s sleep - working with leading sleep expert Dr Guy Meadows to provide expert insight and sleep tips to help people improve their sleep habits. 

Bespoke tip-led content went live across Twinings social channels (paid & organic) to kickstart the campaign on World Sleep Day. Content was also repurposed & optimised to to go live across other digital touchpoints - including website & eCRM. We also ran a national survey & research story that generated 92 pieces of coverage & an OTS of over 722 million which was covered in key titles such as Men’s Health.