Celestial Seasonings - The Magic of Tea

Problem

As the original herbal tea brand with the widest variety of blends, Celestial Seasonings had competition coming from all sides.

Solution

In a chaotic world, re-establish Celestial Seasonings as the owners of the “Magic of Tea” - how many ways you can enjoy it, and how it makes you feel. Retarget people served emotional benefit video advertising with display ads focusing on functional benefits.

Results

Household penetration grew 42% faster than competition in an already booming category. Stole market share from the biggest competitor. Best brand equity scores in prior 10 years. (And let’s just say our clients got bonuses that year.)

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