Keeping a 100 year old brand relevant

Context

A British tradition with over 100 year heritage, Ringtons’ growth was being threatened by their aging demographic.

With increased customer acquisition
and retention needed for future success, business units weren’t operating together as master brand, lacking consistency
and clarity of the brand offering.

Connection

To regain their relevance and brand presence we introduced a new positioning: ‘Tea, it Matters.’ – unlocking the story behind every sip.

With an evolved brand world, the
full product range was modernised.
Hinged around community, we drew
on what makes the brand unique and special to consumers.

Impact

Multiple brand touchpoints and packaging were updated to a positive response from customers old and new. The long term goal is being evaluated for effectiveness this year.