For over 300 years, Twinings has been synonymous with quality tea. Occupying the same original shop on London’s Strand since 1706, the brand takes great pride in its rich heritage. While the logo hasn’t changed—holding the record for the world’s oldest continually used commercial logo—Twinings has certainly adapted to the modern era, expanding its product range to include TikTok-trending Glow Teas, hot chocolates, and luxury confectionery.
As a consumer brand active in more than 120 countries, Twinings needed a way to scale and adapt its brand positioning for the modern customer, delivering targeted, omnichannel, and consistently on-brand content experiences.
We sat down with Adrian O’Meara, Global Product Manager for Digital Assets and Information, to learn how Bynder helps Twinings strengthen brand impact, accelerate speed-to-market, and stay agile in a fast-moving consumer landscape.
At a glance: How Twinings uses Bynder
Bynder DAM: A single system of record enabling global teams to instantly self-serve relevant assets and reduce the reliance on agencies across the content lifecycle
Bynder AI: Accelerates content discovery and time-to-market, unlocks more value from historical assets, and frees teams to focus on more creative work.
Bynder Studio: Empowers markets to adapt and localize creative assets at scale, ensuring global consistency while staying relevant to regional needs.
Bynder CX Omnichannel: Automatically distributes millions of channel-ready assets across every touchpoint, delivering more targeted and engaging content experiences for its Ovaltine product range.
Bynder CX User Community: Mobilizes teams with curated content and campaign hubs that provide targeted assets and messaging, ensuring every launch is impactful, on-brand, and on-time.
Previous challenges
Without a single system of record in place before Bynder, Twinings struggled to oversee how assets were being created and used from one market to the next. There was an overreliance on agencies to manage assets, with limited visibility, control, and inconsistent branding.
Being agency-driven, there were also large costs incurred. Consistency was difficult to keep control of, and we weren’t able to adapt and react to market changes quickly enough.
Recognizing the need for a DAM, Twinings chose Bynder for its ease of use, robust integrations, and proven track record in helping enterprise-sized brands scale operations efficiently.
We felt Bynder really listened to what we needed. It was important for us to have something intuitive because DAM was brand new to the organization. Bynder’s integrations were also vital in connecting with other systems at scale.
In just six months, Twinings rolled out the platform across several key markets—the US, Canada, Western and Eastern Europe, and Australia—with hands-on onboarding, in-person launches, and ongoing support from Bynder to ensure maximum adoption.
Localized content on a global scale
Whether it’s a website, packaging, or digital ads, Twinings is meticulous in delivering a consistent brand experience to customers that reflects its premium quality and rich heritage.
Wherever we turn up as a brand, it should be consistently excellent. That doesn't mean local markets can't have their own interpretations of that. They can still use their ideas and knowledge to make it work for them.
Bynder Studio gives markets the freedom to produce localized assets at scale that conform to global brand standards, aligning with Twinings’ brand strategy of empowering market freedom while adhering to a unified global identity.
With Bynder, we were able to deliver a new French website by gathering assets from Australia, the UK, and America and localizing them to the French style. It looked great and felt authentic to the market.
Bynder’s CX Omnichannel has also been a key enabler of this strategy for its Ovaltine product range. So far, it’s automated the delivery of nine million asset experiences across global websites, improving visitor experiences with targeted and optimized omnichannel content at scale.
To support campaign execution, teams use Bynder’s CX User Community (CXUC) to curate microenvironments dedicated to specific projects like the French website refresh, mobilizing users with relevant assets and messaging to go to market consistently.
Empowering brand agility through self-sufficiency
One of the most transformative shifts since bringing on Bynder has been empowering teams to find and use content themselves without waiting on agencies. With AI-powered search, users can instantly surface relevant assets, reduce agency dependency, and drive faster, more cost-efficient content reuse.
That autonomy enables Twinings to react to market trends in real-time, as proven by the unexpected viral success of its health-conscious Glow Teas on TikTok. With influencers unaffiliated with the brand driving organic buzz, Twinings was able to seize the moment and launch its own campaign in the midst of this viral popularity.
Bynder helped us quickly gather all the assets we had, repurpose them, and launch our own campaign. We’d never been able to do that before.
That shift toward creative self-sufficiency continued with the 2024 launch of its Sparkling Tea range in the UK. For the first time, teams could adapt and reuse campaign content in-house using Bynder Studio, without always needing to loop in external agencies.
Protecting the past, preparing for the future
Twinings is using Bynder AI to accelerate content discovery and time-to-market, but also to preserve and enrich thousands of historical assets. Using Text-in-Image Search and automated tagging, previously unreadable materials are now searchable and reusable.
Bynder AI was capable of picking up very scripty writing in very old journals, which were impossible to read by the human eye.
For the first time, these assets are accessible for global teams not just as an archive for posterity, but also to inspire and enrich brand messaging. With CXUC, users can quickly explore and incorporate these assets into new campaigns, helping to connect the brand’s past and present.
Writing the next chapter of a timeless brand
As Twinings continues to evolve its brand for a modern audience, Bynder is enabling Twinings to deliver content experiences that are relevant, authentic, and unmistakably Twinings.
With a solid DAM foundation in place, Twinings is now looking to scale further with Bynder AI and its integrated solutions to automate manual workflows, scale content production, and free up teams for more strategic, creative work.
Reflecting on the journey so far, Adrian believes the platform’s success isn’t just about the tools, but the people behind it.
Communicating all the way through is vital to any of these types of projects. Having good, motivated people within the organization and great support from Bynder, you will certainly be a success.
Book a demo today to see Bynder’s AI-powered DAM platform in action
Bynder’s digital asset management platform enables 4000+ global brands to conquer content chaos and deliver exceptional content experiences. Recognized for its usability and wide range of integrations, our AI-powered DAM helps teams to simplify operations and drive more value from their content.
