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I feel that twinings etc added such a high level of marketing bs to the products that they remain a last resort purchase or a keepsake of 'it'll keep them happy'.. its high level is condensed to one or two words with no belief/trust to what is being consumed .... Balancing that out to be a powerful clear single message without falling into the trap they have - is an interesting brief
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Yeah, it's a tricky thing to comment on