Twinings ‘Discover
the Art of Tea’ Ads.
‘If you only had one mood, we’d only have one tea’ A simple
and effective way of making the audience believe for a second (or more) that
Twinings are the only brand of tea that exist. Each one of us is in some kind
of mood every single second of the day, and what Twinings are getting at here
is that, no matter what time, day, mood, season, they will have a tea that
suits us. They will be there through everything basically, in a non-cheesy way
(if that’s possible).
Using the product throughout the ad, they create ‘art’ with
the tealeaves, this visual language is stimulate and makes the audience engage
with what is happening on the screen. It’s visually beautiful, in 11 seconds they’ve
made art and told us they’re the brand that’s going to be ‘there for us
whatever the mood’. Pretty good going.
They’ve connecting
with their audience, appealing to everyone. Twinings costs around £5.50 for a
pack of 160 teabags, depending where you shop. Obviously when compared with
Tesco/Morrison’s own, there’s going to be a big difference in price. Twinings
were recorded in an interview for their
300 year anniversary saying ‘Tea is consumed by a broad target group and the
core user for Twinings is somebody who recognises quality and likes to be that
little bit different from the crowd.’ Which sets them apart from brands such as
PG Tips, who aims to a bit of a broader audience, keeping with the British-ness
and simplistic tea. Twinings want to make their tea that little bit different
and exiting, as they showed with their range of infusions (ad shown below) which
does appeal to a different kind of people; people with a bit of culture, a bit
of a ‘try something new’ attitude. This is also an interesting Q/A from the
same interview,
Q: What are
your objectives for the anniversary year?
A: To open up
the world of premium tea. To encourage consumers to try Twinings if they
are new to the brand, and, for those
who already enjoy Twinings, to invite them to try
new blends and flavours from the
extensive range. We want consumers to celebrate the
fact that Twinings has been crafting
great teas and only teas for so many years and that
this heritage and expertise makes that
everyday tea drinking occasion so special.
The reason this is important to me is
that with my tea I am trying something completely new, they aren’t just new
flavours or new ways of drinking tea, it’s completely mental and quite
possibly, impossible. Here is where I can draw inspiration from, Twinings are
aiming at a group of people who may well be a similar target audience to me, I
think the next advert I am going to look at will show this more.
Twinings
‘Infusions Waterfall’ Ad.
Still sticking with the ‘Discover the
Art of Tea’ campaign they have done a very art driven advert. Every single
visual in this advert is driven by the concept of art, from the paintbrushes to
the incredibly bare ‘studio room’ where the main actor is literally going to
make ‘art with tea’. I get the feeling that this advert is trying to say that
there are a numerable amount of possibilities with tea, just like there is when
it comes to art. Everything seems to seamlessly link together, the flow of the
advert is beautiful and it’s really well shot. There are both Diegetic and
Non-Diegetic sounds present in the ad, with the diegetic noises of the tap
running, rips of the cardboard box, boiling kettles and placing of the cups
really bringing a different tone to the advert making it feel incredibly homely
and D.I.Y if that makes sense? Every noise you hear is a reminder of the noises
of when you make a cup of tea but just shown in a very different visual way, if
you closed, your eyes and watched the advert you would automatically link the
sequence of noises with making a normal cup of tea. There’s nothing different
in that sense, apart from a lovely little earthy tune (making the tea subconsciously
seem healthy for you even through the choice in music) in the background to give
your ears a little bit more excitement. Open your eyes however, and just ‘making
a normal cup of tea’ is transformed into creating art. Choose and a Twinings
infusion tea bag and you are creating art. The colours, the movements, the
noises, it is transforming something you do every day when making your morning
cup of tea into something exciting and new. A little bit of exaggeration goes a
long way, it’s not the most crazy concept and it works so well.
Targeting the people who like to try
something new, and artists as well in this case. Everyone would love to believe
when they were making tea they were making art and this is why the visuals
speak so much to the audience, without even taking into account the copy
writing. Strong visuals have really aided the ethos and brand value here.
‘Twinings infusions are all sourced
from nature from nettle and peppermint to strawberry and mango, they leave you
feeling beautifully refreshed, try a cup free at Twinings.co.uk’
The only copy in the advert is full of
adjectives that promote health and beauty, showing a diverse range of every flavour
that sounds healthy, colourful and beneficial to you in some way. It fits in
very well with the visuals in the advert and doesn’t take away from what the
advert on a whole is trying to say. Also plugging the website isn’t bad going
either.
‘The main drivers in forecast growth
are the increasing number of health conscious
consumers, wider product choice,
improved manufacture, distribution and retail networks
and increased advertising expenditure
and lifestyle choice.
US medical research has promoted the
health-enhancing properties of tea, especially
green tea and infusions. The
increasing health awareness of consumers in less
developed markets will continue to
boost tea’s profile. ‘ (300th Anniversary Q/A)
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