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Uncommon has released its first campaign for Twinings tea, capturing the wellness benefits associated with the classic drink while modernising its image for new audiences.

Alive in Every Drop’ consists of a trio of cinematic films shot by James Marsh which drag the classic caffeinated drink from its staid image of clinking china, tea cosies and raised pinkies through a series of ’tea moments’.

This includes a morning dance routine powered by Twinings Glow blend as well as a moment of serenity on the beach in the company of the Calm blend. Rounding off the series for the Focus blend is MC Nino who conducts a live performance with his cuppa in hand.

Filmed with a focus on health the promotional work positions Twinings as a wellness brand while dispelling entrenched stereotypes of tea drinkers by capturing people enjoying moments of exercise, reflection and concentration.

In a blog post Uncommon Creative Studio wrote: “The campaign speaks powerfully to Twinings purpose of empowering people get the most from life, but also seeks to depict a modern image of tea in the UK. We’ve never enjoyed more varieties and blends of tea in our lives but the image of tea in the UK is somewhat stuck in the past. Twinings are seeking to address this with these captivating stories of new tea moments.“

’Alive in Every Drop’ will run across TV, online and social with the support of out of home executions.

Twinings’ high brow approach contrasts with a lewd social campaign conducted by Poundland in 2019 in which an elf was pictured ’teabagging’ a female doll with the Classics blend, prompting Twinings to disavow any knowledge of the controversial tweet.