With over 500 million registered users, Twitter is one of the ten most visited websites on the Internet and can influence people worldwide.
This couldn't be truer for Twinings. It all began with a tweet from One Direction's Niall... "love your work! Your Lemon and Ginger is great! Drink about 3 or 4 cups before stage." Niall, has 11 million Twitter followers worldwide so you can imagine the impact this has had for Twinings.
The brief from Twinings was to create something personalised, quirky and fun whilst being a keepsake for Niall. And for me, being a big fan of any boy band at all, this couldn't be more of a dream brief to work on! The idea was that it would be a bonus for Niall to receive packs of his favourite cup of tea... after all, we want those vocals to be at their best whilst on stage! We worked with the current Lemon and Ginger packs, which we at BrandOpus re-designed as part of the Infusions relaunch in 2012, making it feel like a limited edition pack especially made for Niall himself.
Tweaking the illustrations on pack and also working into the copy made it feel more personalised, we even managed to get a few song titles in there too: "Naturally caffeine free... that's what makes you beautiful".
Speaking about the custom made tea, Niall said: "Thanks very much @TwiningsTeaUK! love the ole Lemon and Ginger tea! Love the boxes aswell haha." He then photographed this and shared the picture via Twitter. To date, over 52,000 people have retweeted Niall's references to Twinings, and over 65,000 people have 'favorited' his posts.
Since Twinings first interaction with Niall in April, they have seen their Twitter followers increase from 11,326 followers 18th April 2013 to 18,626 followers 13th May 2013, which is pretty amazing.
This just shows what how powerful social networking sites can be and how a brand's packaging can interact with an audience in a fun and engaging way whilst broadening Twinings social reach.