Twinings PR push will see launch of Australian tea blend
Venerable tea brand Twinings is to launch a blend of Australian tea in a marketing stunt developed by agencies Naked Communications and Mitchells.
The 300-year-old company will create the Australian blend to sit alongside its English Breakfast, Irish Breakfast, Russian Caravan and NZ Breakfast blends
The final version will be chosen via a public vote.
The campaign – which will be driven by PR will also be supported by advertising.
Will Ursell, marketing director for Twinings said: “We are extremely pleased with the interest the launch is receiving. We believe that Australians will respond positively to having a blend of Twinings they can call their own”.
Matt Houltham MD of Naked Communications Melbourne said: “It is a wonderful opportunity to get people involved, and create a new version of an iconic brand such as Twinings.”
The blend will also be distributed by Twinings internationally.
Credits
- Client – Twinings (AB Foods)
- Strategic Communications – Naked Communications
- Media – Mitchells
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Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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Please don’t call it Outback Tea
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I remember that Twinings launched an Australian blend a couple of years ago. Wasn’t it called Simply Tea? In response Bushells launched an great attack in the brand with Stephen Curry as the anti-ettiquette ambassador
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