CLIENT
Twinings
Natalie Koenen, Marketing Director
Natalie Creffield, Marketing Manager
Jessica Foley, Senior Brand Manager
Jarrod Morton-Hoffmanv
Eva Leibel, Innovations Manger
Jenny Gater, Consumer Insights Manager
Elly Ferguson, Communications Planning Director
Verity Goold, Client Solutions Director
Georgie Capel, Client Solutions Manager
AGENCY
Melinda Geertz, CEO
Jason Williams, Executive Creative Director
Michelle Walsh, Creative Director
Stacey Karayannis, Art Director
Maggie Ryan, Copywriter
Ilona Janashvili, Director of Integrated Strategy
Lauren Isaak, Integrated Strategist
Briony Singh, Content Strategist
Kate Silver, Group Account Director
Brigitte Dagg, Account Director
Marlo Wilson, Account manager
Vizeum
Prodigious
SUMMARY
In 2016 young Australian women did not see hot tea as relevant to their lifestyle and were rejecting the category. Twinings saw an opportunity in the hydration market and created In’fuse, a range of fruit and botanical infusions designed for cold water. Our ‘Liven up your water’ campaign launched Twinings In’fuse as the ultimate enhancer of water. We redefined traditional notions of tea, created a new on-the-go drinking occasion and embedded ourselves into women’s daily hydration rituals. As a result, we established a whole new category, smashed ambitious targets and sold out of product just four weeks after launch.
