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What makes a winning claim for Twinings Green Tea?

Case Studies

16th November 2023

Walnut Unlimited

What makes a winning claim for Twinings Green Tea?

Using our ClaimOPTIMISER approach we blended our reaction time testing with explicit questioning to understand which claims were truly resonating with consumers – both motivating and believable at a sub-conscious level for the brand. 

Twinings wanted to understand which type of claim would be the most compelling and motivating for green tea, helping them to prioritise winning claims above the rest and understand what resonates in this category.

As part of our ClaimOPTIMISER, we applied a behavioural science lens to the results gave a deeper level of insight into WHY the winning claims did so well and why others struggled to resonate with consumers. This meant we could also share key insights and suggestions to help shape the brand’s future claim development.

The research was brought up whilst we were away at our marketing festival this week and these follow ups were really helpful to guide the conversation and make a strong recommendation for the claim to take forward. Another brilliant piece of claims work, very clear.

Josie Moxham, Insight Manager

Written by Walnut Unlimited Email Walnut Unlimited

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