Twinings has launched its latest In’fuse cold water flavours to “liven up your water”, including its own drink bottle as part of the product range.
Teaming up with design agency Brand Opus, a droplet-shaped motif is featured in a variety of bold colours across each of the five flavour jars and trial packs, and acts as a handle to the water bottle.
Twinings innovation manager Eva Leibel said its focus in designing this range 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.”
Working with brand merchandise supplier Inck, Leibel said the introduction of the water bottle was critical in communicating to shoppers the products were created for cold water and on-the-go hydration.
“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,” she said.
Twinings also teamed with Australian media personality and health coach Rachael Finch as the brand ambassador for the In’fuse range.
