One of the world’s most renowned and established tea brands was planning to launch a game changing (and top-secret) new product. The result of two years research, Twinings had identified a market opportunity to create a cold water Infuse product. It was to be Twining’s biggest ever launch in Australia and would also be launched concurrently in the UK.
Twinings Cold In'fuse
“Find me in the Tea aisle”. In 2017, Inck was invited by the Twining’s global innovation team to create a promotional ‘Starter Kit’ that would help ‘disrupt shoppers at shelf, on both a brand and category level’. Finding a way to stand out in an already overcrowded market sector was our first challenge. Our second was to find a way not only to launch a new product, but to introduce a completely new concept.
The final product, a completely unique In’fuse bottle, was a huge success by several measures: Sales were 3 x times forecasted sales for both Australia and the UK. Retailer take-up was fantastic. Consumers responded to the brand and the bottle overwhelmingly positively, with conversion rates measuring well above expected levels. The campaign was so successful that it was extended for a further 6 months, Inck were tasked to develop an In’fuse bottle for kids that recently launched in the UK, and we won the 2019 APPA award (Consumer Programs/GWP category) for our efforts.