How Twinings infused a new kids’ drink with real-life needs and parents’ expertise: New consumer insights delivering commercial success and health benefits for kids

Twinings, a tea brand, created an agile and innovative research project that delivered one of the most successful new drinks concepts ever tested – while ultimately aiming to make children healthier in the UK.

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 c

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands