Twinings tea has launched a new range of In’fuse flavours that enliven cold drinking water together with a specially designed drink bottle.
Twinings marketing director Natalie Koenen says Twinings spoke to consumers and identified a significant unmet need: better tasting tap water.
The infusions, which come in five flavours made from fruit, natural flavours, spices and botanicals, infuse in cold water. Consumers drop the infuser into the water, leave for 3-5 minutes, and then shake before drinking.
The introduction of the water bottle was critical in communicating to shoppers the In'fuse products were created for cold water and on-the-go hydration, according to Twinings Innovation Manager Eva Leibel.
“The water bottle was highlighted as a key lifestyle accessory that our target audience (women 18-35 years) used in their daily life, helping them to stay hydrated and refreshed all day long, on the go, at work, at home in the car and out and about,” Leibel said
Twinings teamed with Australian media personality and health coach Rachael Finch as the brand ambassador for the In’fuse range.
Leibel said the idea behind the packaging was to disrupt shoppers at shelf on both a brand and category level.
“As a traditional tea brand, we needed to cue ‘cold' in a hot beverage environment using key colours and semiotics to cue cold hydration,” she said.
“For example, both the silver lid and the transparent jar were purposefully chosen to cue cold water, [as well as] selecting a light shade of blue for the water bottle cap to help communicate the nature of the product to consumers.”
