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Drink It All In by Twinings

The Objective

Twinings Tea, known to tea drinkers the world over, feel that every day is special and that you should make the most of the little things. To capture this positive 'Drink It All In' attitude, Twinings' commissioned a new video advert and launched a month-long social media competition to engage and inspire its customers and brand fans.

The Big Idea

To capture this attitude and broaden awareness beyond the established Twinings community, we asked twelve bloggers to share the video advert with their readers and what 'Drink It All In' personally inspires in them as they approach a new day - be it as an individual, with their family, or in their creative pursuits - to experience more. Each week, Twinings shared a new photo challenge with their community and asked them to comment on Facebook with a picture, or to post their entry on Twitter or Instagram with ‪#‎DrinkItAllIn, for the chance to win some Twinings goodies. To help spark community participation for each new challenge, pictures from three bloggers were selected and posted on Twinings' owned channels at the beginning of each week.

The Result

Twinings' positive and uplifting brand message was very warmly received and the theme 'Drink It All In' elicited a range of responses over the course of the four weeks, ranging from colourful, creative projects at home to the green shoots of Spring that brighten up one's day this time of year. Get in touch to discuss the blog reach, social media exposure, comments and sentiment, clicks and engagement in more detail.