Twinings targets UK with the launch of a new iced tea range

Twinings is launching a new range of iced tea with advertising

aimed at matching the drink's popularity in the UK with the US and

continental Europe.



A press and poster campaign - backed by a reported pounds 1 million

budget - will attempt to win over consumers who confuse iced tea with

the disgusting taste of cold tea.



The advertising, through Mitchell Patterson Grime Mitchell, will target

working women in London and the South, who are thought to be the most

ready converts to the product.



The ads, including six-sheet poster holograms, feature live models which

appear as dismembered tailor's dummies under the theme 'Cool yourself

together'.



The ads were written by James Muggeridge, art directed by John Taylor

and photographed by Colin Thomas. Media buying is through Equinox.



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