Twinings Goes for Green in the U.S.

NEW YORK Twinings Tea said it would attempt to raise its profile in the U.S. early next year with a planned $10 million campaign to fete its 300th anniversary.

While that effort is in the works, the brand rolls out its first green tea entry next month by tying in with SpaFinder. Twinings will have to vie with Lipton, which already launched a green tea and broke a television, print and online campaign, via Omnicom Group’s DDB in New York, that repositions the brand also to appeal to younger health-oriented consumers.

Twinings’