Twinings Earl Grey: Restoring an icon

Agency: BrandOpus
Client: Twinings
Category: Packaging
Branded Food & Drink

Executive summary

Twinings was the first to introduce Earl Grey to the UK market in 1831 but it crucially omitted to trademark the blend enabling others to enter the market. Earl Grey has grown to become one of the nation's most popular tea blends. However, over time Twinings was losing 10% market share annually to own brands. That is until March 2011 when BrandOpus restored Twinings Earl Grey to its rightful position as The Earl Grey.

Through a change in pack design strategy, Twinings grew not only the Earl Grey market but also added £214,000 to the previously declining speciality black tea category as a whole.

Incredibly all this has been achieved in only 12 weeks after launch.

The Earl takes command

In the 12 weeks since redesign, Twinings became the number 1 fastest selling Earl Grey across all retailers knocking Tesco off the top spot.1