Clever Creative: Turning Over a New Tea Leaf

Green, black, white, herbal, oolong — no matter what type of tea you’re drinking, you know that it has multiple physical health benefits. And, as WebMD points out, it has been “Regarded for thousands of years in the East as a key to good health, happiness, and wisdom.” In fact, it’s difficult to even think about tea without conjuring up the concepts of peace and serenity. Or is it?

Not if Tazo (now owned by Unilever) and Virtue have anything to say about it. See what we mean in their latest campaign “Brew The Unexpected”:

For Tazo, comfort is not their cup of tea.

The campaign, “Brew the Unexpected,” is for a new generation of tea drinkers, and if Tazo has their way, their tea is going to be associated with expressing individuality and moving out of your comfort zone rather than with relaxation and spirituality.

How far out of your comfort zone, you ask? That’s where Camp Tazo comes in.

This campaign is our cup of tea.

At GEM, we love our tea, and we love this campaign. The surprise twists in the spots are really unexpected and made us laugh. And while that may be unusual for a tea campaign, that’s a pretty common, and successful, marketing technique. Camp Tazo with the drop-dead gorgeous Alyssa Edwards, on the other hand, is offering a unique opportunity for fans to engage with a brand that is totally fun, fully immersive and fabulous.

And, according to George Hamilton, marketing director at Unilever Teas, in an interview with Adweek, people are drinking it up.

How do you feel about Tazo’s “Brew the Unexpected” campaign? Let us know in the comments on our social media!

If you’re looking for some clever creative of your own, feel free to contact us, and be on the lookout for our next installment of Clever Creative!

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• Clever Creative
• Tazo Tea
• Alyssa Edwards
• Brew the Unexpected