Twinings Launches Sparkling Tea with Creator Campaign by Whalar

Twinings has launched a new campaign, with the concept ‘A New Way To Tea’, to promote its new Sparkling Tea. The campaign, devised by Whalar, the global, award-winning, full-service Creator agency, focuses on reaching consumers during their afternoon. ‘A New Way To Tea’ is designed to connect with people working, whether from home or in the office, and demonstrates simple ways to feel refreshed around 3pm. A diverse group of Creators, including a female weightlifter, home renovators, and countryside explorers, will post content showing how they incorporate Twinings Sparkling Tea into their routines, offering inspiration for their communities and fandoms. 

Whalar’s strategy leverages TikTok’s product discovery algorithm to increase product visibility, ensuring the content reaches a wide, relevant audience. This campaign is also the first time Twinings has used TikTok and uses the hashtag #ANewWayToTea. 

Alex Jackson, content and partnerships lead for Twinings UK & Ireland, said, "Twinings Sparkling Tea performed exceptionally well in consumer testing, with nine out of ten samplers saying they would recommend it to a friend. Our partnership with Whalar is centred around championing authentic, Creator-led content to engage a younger, wellbeing focused audience, executed thoughtfully for maximum impact and effectiveness.” 

Sam Hicks, UK managing director at Whalar, said, “It’s exciting this iconic brand is leaning into The Creator Effect by launching with these authentic voices into niche communities in such a timely way. ‘A New Way To Tea’ is a blueprint for audience engagement as the marketing industry starts to tap into the potential of Creators.” The launch is also supported with a media investment also planned and bought by Whalar.