Twinings Launched Brand Campaign But First, Tea
The tea manufacturer has introduced a new campaign and refreshed packaging to encourage active wellness.
Updated on Oct. 1, 2026 in Tea
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Twinings has launched a brand campaign titled But First, Tea, designed to highlight the beverage as an active choice for wellbeing. The initiative spans multiple product lines, including Sleep, Glow, Digest, Moment of Calm, and Sparkling Tea.
Why it matters
The company aims to attract new consumers and drive category growth by creating more occasions for tea consumption throughout the day. This shift focuses on positioning tea as a functional component of a healthy lifestyle.
The new packaging features individual string and tag teabags, incorporating ritual-inspired notes. The product range included in the push consists of the Sleep, Glow, Digest, Moment of Calm, and Sparkling Tea lines.
The players
Twinings
Twinings is a long-standing British tea manufacturer that has produced various tea blends since the 18th century.
The details
The marketing effort utilizes a diverse mix of media, including TV, out-of-home advertising, paid social, and creator content. Advertisements are specifically scheduled for different times of day to align with consumer habits, complemented by integrations on the Begin Again podcast.
Timeline
October 1, 2026: The brand campaign officially launched.
Culture Shift
This campaign reflects a broader transition in the tea industry where brands are moving away from traditional utility to focus on mindfulness and wellness rituals. It signals a move to align legacy products with modern consumer expectations for functional and intentional lifestyle choices.
Shoppers will notice new packaging on shelves that includes string and tag teabags for easier preparation of the Green Tea and Infusions range. The campaign is designed to provide consumers with specific tea options intended to support daily routines like sleep, digestion, and moments of calm.
The takeaway
Consumers can leverage these specific product lines to better integrate mindfulness into their daily schedules through structured tea rituals. This branding change suggests that traditional tea companies are increasingly focusing on the specific functional outcomes of their blends to maintain relevance.
Further reading
For more on evolving consumer habits in the beverage industry, explore the latest trends in Tea.
Live Poll
Does new brand advertising influence your personal tea-drinking habits and wellbeing choices?
