Home Advertiser Celestial Seasonings Invests In Paid Media To Shift Tea Sentiment

Celestial Seasonings Invests In Paid Media To Shift Tea Sentiment


steepingWhen Celestial Seasonings first redesigned its iconic packaging last summer to attract more millennial tea drinkers, it didn’t go over well.

Although the Boulder, Colo.-based tea brand had invested in promotional and brand marketing to reinforce its new brand look, loyal customers weren’t having it.

After engaging in consumer studies – and gathering consumer feedback from social channels directly – the brand knew it had to reinforce its position in a specialty tea category saturated with competitors such as Bigelow, Twinings and Tazo.

That meant reverting back to its classic packaging, debuting five new flavors and resurrecting an old fan favorite, Almond Sunset, due to customer demand.

To support those efforts, Celestial Seasonings just kicked off a digital campaign called “The Magic Of Tea” to increase brand awareness, grow sales and stir new household penetration.

The new campaign underscores how marketing and consumer perception must be inseparable for Celestial Seasonings, which has sold popular herbal blends like SleepyTime and Red Zinger since 1969.

“The engagement we have with consumers comes in many different formats,” said David Ziegert, GM of Celestial Seasonings. “We want to stay close to consumer perception to best manage our brand and exceed their expectations and one way we do that is by digitally engaging with them through social channels.”

In addition to the owned and earned media chatter it attracts organically on social, the “Magic of Tea” campaign combines banner and video ads on a variety of sites, including CelestialSeasonings.com, Facebook, AllRecipes, Better Homes & Gardens, AOL and Weather. 

Although a target “tea drinker” spans many demographics, Ziegert said the brand works with IPG-owned agency R/GA to determine which channels to activate to reach varying segments of Celestial Seasonings users.

For this campaign, Celestial Seasonings wanted to achieve wide reach via Facebook and identify audiences on key publishers that were contextually relevant to its campaign goals. It began with banner ads before R/GA created a series of animated videos.

“We are absolutely looking at this from a holistic perspective, so we want to ensure the decisions we make are founded and rooted in fact and data,” Ziegert said. “We realized it was important to use different vehicles, which do more when they’re activated collectively than in isolation.”


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

In a couple of weeks, the brand will also kick off an experiential marketing event to drive offline engagement, potentially targeting 140,000 of its most loyal purchasers who visit its facilities each year through organized tours.

“With our agency’s help, we’ll keep evaluating the effectiveness and efficiency of each of these executions,” Ziegert said. “It’s going to be an iterative process for us.”


Correction: R/GA is an Interpublic Group company, not Merkle as originally stated.

Must Read

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.