Client
Since they first started business in 1706, Twinings has been using its blending expertise to create high quality teas that are enjoyed in over 300 countries worldwide. Twinings/Ovaltine are part of Associated British Foods (ABF). The group has sales worldwide and has manufacturing operations across Europe, North America, Asia and The Pacific. The group has a turnover of £5.2 billion and has 35,000 employees.
Brief
As part of the more aggressive market and brand approach ABF challenged the business with a whole new strategic direction, starting a transformation of the Twinings brand from a classic heritage brand into a modern category brand leader. The company needed a system that would help them to implement this transformation effectively.
Solution
The transitional period for the brand took place over a two year period and took the number of artwork changes on a rapid growth path. Twinings' packaging department worked closely with SBT to implement Odin Sprint and Odin Assets to help facilitate the major brand changes consistently, quickly and cost-effectively. This adoption has been further rolled out to other ABF group owned entities bringing them the Odin solution benefits and Odin has been extended to include the Ontime and elements of Toolbox.
Benefits
- Artwork signoff reduced from seven to two days
- Annual SKU growth from 350 to 1000+ with no increase in headcount
- Real time artwork approval reducing costly amends