Twinings Earl Grey: Restoring an icon
Agency: BrandOpusClient: TwiningsCategory: 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...