TWG TEA

Ad Campaign: Warm Autumn Tea at TWG

TWG Tea, the finest luxury tea brand in the world, is internationally recognised as a true innovator with the creation of new varieties of tea every season in collaboration with the world’s most renowned estates.

This advertising campaign focuses on delivering TWG ’s tea aesthetic as a everyday luxury and the brand value of “lifestyle tea art”. The objective of the campaing is to strengthen TWG’s brand awareness to its target customer.

Sector: Luxury lifestyle brand, Hospitality

Geographical Context: East Asian-Pacific Area

Time: 2018.10

Research:

• Distribution:

Online: Official Website, international distribution network

Offline: Exquisite tea room, original retail outlets

• Product:

Tea Collections, Tea Accessories, Tea Gastronomy and Tea Patisseries

• Promotion and Marketing Strategy:

Online: Facebook, Instagram, Twitter, Youtube

Offline Events and Campaign:

“10th Anniversary Retrospective” at TWG Tea Garden

“Tea and Fashion * Haute Couture Tea Collection” in partnership with British Vogue

• Target:

fine tea lovers, high-quality life pursuers, exquisite lifestyle, aesthetic demanding, wealthy and petty bourgeoisie

Talent:

Director and Photographer: Chang Sun

Assistant: Dameng He, Xiaolin Liu

TWG TEA ad campaign is a course project for LXFM 504 Visual Communication of Luxury Marketing at SCAD (2018).