Challenges

• Gain actionable insight into the U.S. tea consumer’s attitudes, perceptions and usage occasions to drive consumer-motivating and meaningfully differentiated brand strategies and imagery.

Actions

• Conducted numerous qualitative and quantitative research studies for Twinings across North America. Our consumer insight resulted in:
  • Identification of a powerful new brand positioning resonating among multiple core target groups
  • Package designs with improved imagery communication and consumer resonance
  • A thorough understanding of the Green Tea consumer, perceptions of and motivations for drinking Green Tea, and competitive frame strengths and weaknesses
  • Awareness and Usage information
  • Usage Occasions and Need States
  • Key brand personality and imagery identification


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