Crowdsourcing. This word was firstly used by Jeff Howe in 2006 in his article for the “Wired”. And since that time more and more often we see it in the brands’ messages.

The crowdsourcing principle is used to design packaging, create ads, invent ideas for new products or brands’ communications, etc, etc. etc. The tea brand Twinings offered consumers to create a new tea blend.

It happens online at twinings.co.nz (pic.) where users can blend four teas together to find out the New Zealand Breakfast tea. As for “ingredients”, these are Earl Grey and Lady Grey, Irish Breakfast and English Breakfast, Orange Pekoe and Darjeeling, Russian Caravan and Prince of Wales.

It should be marked that Twinings comments every blend made and promises that the best result will be brought to market.