Twinings Cold In’fuse

The Brief

Inck was invited to collaborate with Twinings on a promotional ‘Starter Kit’ for the launch of their new Cold In’fuse product—a tea infusion designed specifically for cold water. The objective was to disrupt shoppers at the shelf on both a brand and category level, while introducing consumers to a new way of enjoying tea. Given the association of Twinings with hot beverages, this required an innovative approach to redefine consumer perception and drive engagement.

• Category Shift: Establishing a cold infusion product in a market dominated by hot tea.
• Budget Constraints: Keeping production within a strict price point while maintaining quality.
• Compliance & Manufacturing Standards: Meeting Twinings’ rigorous global requirements, including ethical production audits and material safety standards.

Global Logistics: Coordinating design, manufacturing, and distribution across multiple regions, including delivery via train to Poland before global rollout.

Inck worked closely with Twinings’ global innovation and marketing teams to design and produce a bespoke water bottle that complemented the Cold In’fuse product. This bottle needed to be:

• Functional and durable, allowing tea bags to infuse seamlessly in cold water.
• Fully recyclable, aligning with sustainability goals.
• On-brand, with design elements reflecting Twinings’ heritage and premium positioning.

Over two years, Inck navigated a complex design and production process, managing multiple stakeholders across Twinings’ marketing, customer, procurement, and quality teams. The project required precise coordination to meet strict compliance, social responsibility, and manufacturing standards. Inck also ensured transparency at every stage, from material sourcing to final production, delivering a high-quality, cost-effective solution that met Twinings’ budget constraints.

The Twinings Cold In’fuse launch was a resounding success:

• The campaign won an APPA Award for its innovative execution.
• The product was featured in global TV advertisements, increasing visibility and market penetration.
• The Cold In’fuse range successfully disrupted the tea category, driving strong sales and consumer adoption.
• The bottle, initially an integral part of the product launch, eventually became redundant as the product gained traction—showcasing the strength of Inck’s strategic execution.

Key Takeaways

• Inck’s expertise in bespoke product design and merchandise strategy played a crucial role in helping Twinings break into a new category.
• The project demonstrated Inck’s ability to handle complex, large-scale global activations with full transparency and precision.
• The collaboration reinforced Inck as a trusted partner for brands looking to create meaningful, high-impact merchandise solutions.

Looking Forward

This project exemplifies Inck’s ability to deliver strategic, innovative, and sustainable solutions that align with brand goals and consumer engagement. Whether it’s disrupting an existing category or creating a new market opportunity, Inck’s expertise ensures brands make a lasting impact.