CLIENT
Twinings MENA
Michael Harris, Brand Strategy Director - International Markets
Pierre-Louis Ruth, Senior Brand Manager
Gildas Ricordel, Head of Business Unit
AGENCY
Mario Morby, Regional Head of Strategy
Nima Askari, Business Leadership
Rania Tayfour, Account Manager
Mariana Alcalde, Senior Account Director
David Sanchez, Senior Copywriter
Diego Espinoza, Senior Art Director
Manar Abdulla, Senior Arabic Copywriter
Shaza Yousef, Senior Arabic Copywriter
Ali Berjawi, General Manager
Rihanna Fadous, Senior Executive Performance
Nameer Abou Ismail, General Manager - KSA
Ghaith Arbid, Senior Manager - Integrated Planning
Izzat Mazkour, Executive - integrated planning
Lara Arbid, Regional Manager Director
Santadip Roy, Regional Head of Digital, Data and Technology
Sergio Moubarak, Senior Executive - Performance
Maya Chehayeb, Senior Executive - integrated planning
Magna MENA Dubai
Ali Berjawi, General Manager
Rihanna Fadous, Senior Executive Performance
Nameer Abou Ismail, General Manager - KSA
Ghaith Arbid, Senior Manager - Integrated Planning
Izzat Mazkour, Executive - integrated planning
Lara Arbid, Regional Manager Director
Santadip Roy, Regional Head of Digital, Data and Technology
Sergio Moubarak, Senior Executive - Performance
Maya Chehayeb, Senior Executive - integrated planning
SUMMARY
Twinings, a luxury tea brand, was fighting a losing battle against low-priced alternatives.
We had to do something. Rather than lower prices and compete with a much-loved market leader, we made a virtue of our premium pricing. Saudis spend more on luxury perfumes than anyone else in the world, using them daily. So, we re-imagined Twinings as a fragrance and sold tea like you’d expect Chanel to sell perfume. helped us reclaim tea-drinking as an everyday luxury, resulting in us outperforming category growth whilst simultaneously increasing awareness, consideration, and trial.
