Slogan Doctor: Twinings

Slogan Doctor John Morrish looks at the origins of Twinings' slogan, 'Gets you back to you'.

by John Morrish

Tea has long been thought to have therapeutic powers. William Gladstone said: 'If you are cold, tea will warm you. If you are depressed, it will cheer you. If you are excited, it will calm you.'

This slogan was launched last year in a commercial by Abbott Mead Vickers BBDO. It featured a cartoon in which a willowy young woman is adrift in a rowing boat on a stormy sea. But the storm subsides and the boat ends up on a beach, where she meets a calm, welcoming version of herself. The two embrace and merge into one, sipping a nice cup of Rosie Lee.

The symbolism positions the beverage as a restorative in troubled times. Women, the slogan says - the ad is aimed exclusively at women - this drink won't change or improve you: it just puts you back to how you were before you were tossed about on the rough waters of life.

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