After a summer focused on capturing Gen Z market share, Twinings now aims for a stronger presence on the wellness shelf with its new But First, Tea ad campaign. Photo credit: Twinings

Twinings has launched But First, Tea, a long-term brand platform the company describes as one of its most significant marketing investments. The premise borrows a phrase most tea drinkers have muttered at some point, usually over the cup they make before the presentation, the school run, the workout, or a night out with friends. Twinings aims to move tea beyond comfort-drink status into something people choose with intent, and to "own the moment before the moment."

The campaign went live on October 2 and runs only in the UK and Ireland, with no word yet on North America. Media runs from TV and streaming to billboards, social and creator content, and in-store retail media. Leo UK handled creative, with Starcom on media. Twinings has not disclosed a spend figure or a sales target. Media placements include out-of-home ads timed to different parts of the day and integrations on Davina McCall's Begin Again podcast.

The featured products are the brand’s functional infusions, Sleep, Glow, Digest, and Moment of Calm, along with the Sparkling Tea range. Twinings has also refreshed packaging across its Green Tea and Infusions ranges, and each wrapped string-and-tag bag now carries a short message tied to a daily tea moment.

But First, Tea follows the brand's summer GenTea campaign, in which Twinings reported that close to half of Gen Z pick tea over alcohol when they need a little "Dutch courage." The company also claims more under-35s buy Twinings than any other tea brand. Both figures are Twinings' own.

Twinings’ Past Campaigns

The emotional territory is familiar. In 2011, Twinings set aside its "Discover the Art of Tea" strapline and launched "Gets You Back To You" with AMV BBDO. The first spot followed an animated woman through stormy seas to calm water and a waiting cup of tea, set to Charlene Soraia's cover of "Wherever You Will Go," which reached number three on the UK Singles Chart. Twinings called the campaign a move away from rational, product-led messaging and doubled its marketing spend to back it. The core message asked busy women to carve out ten minutes a day.

In 2015, "Drink It All In" built its spot around English Breakfast, set in an animated world made from real Twinings tea bags, pitching each blend as a lift for a different hour.

For fifteen years, Twinings' messaging has framed tea as recovery after the storm, a reset at the end of a hard day. But First, Tea moves the cuppa to the start of the day, as a proactive choice instead of a repair. The shift also shows Twinings' eye on eking out more space in the wellness category.

The wellness shelf is crowded, and Twinings hasn't historically spoken to it in such a forward tone. A brand name that dates to 1706 can sell Earl Grey on reputation, but a sleep blend competes with brands that began in the wellness space. Twinings is betting that a long-term emotional platform will give younger drinkers a reason to pick Twinings tea over the endless other wellness products lining the shelves.