Tazo is a tea brand founded by an unconventional tea maker and focusing on unconventional flavors, which is awesome. We pitched and won their business by creating a new brand platform to help them break away from being “that Starbucks tea”.
Brew the Unexpected is a celebration of those who are open to new and unusual experiences and flavors, and takes the traditional tropes of tea advertising (boring, dry, and zen) and turns them on their head. The platform went on to spawn videos, social content, box and tea tag copy, and even an experiential summer camp hosted by Alyssa Edwards.*
*Camp Tazo was produced by Edible, not by VIRTUE