Campaign details

Brand: Twinings
Agency: The Sound
Country: UK


Twinings was entering a brand new category, children's hydration, so they needed new insights that could provide real competitive advantage – and they needed them quickly.

Our Jobs-To-Be-Done approach enabled us to understand the real-life challenges of kids' hydration, followed by group problem-solving and co-creation, providing us with a depth of insight and emotion that would otherwise not have been possible. This changed the way that the business thought about – and sold – the new concept. Kids In'Fuse is on shelves this summer and is expected to be one of Twinings' biggest launches.

We plugged real tensions into concept development in a way that was powerful, collaborative, cost effective, and ultimately commercially successful.