TAZO #BrewTheUnexpected Campaign Launch Event
We had the freedom to get creative, a little kitschy, and “unexpected” for this pre-holiday campaign launch.
TAZO strives to break the mold and change how their consumers think about tea with their newest campaign, Brew The Unexpected.
The editor focused event took the stage at the prestigious 214 Lafayette a private townhouse venue located in the heart of Soho. We designed an unexpected 25 foot installation over the indoor pool using custom vinyl in the shape of holiday bulbs,. Attendees guessed TAZO flavors in blind tastings, and enjoyed a gifting station filled with branded tea accessories, innovative sweets, and custom tea boxes and tea pots. To be most unexpected we surprised guests with broadway actors posed as waiters to sing bespoke TAZO tea Christmas carols. We partnered with muddling memories to design a press friendly “unexpected” tea-infused cocktail menu for the holidays. Attendees praised the unexpected presentations and taste of each custom made cocktail and made sure to capture every moment for their followers.
Tazo asked us to help roll out the first ad campaign for its new brand platform Brew The Unexpected, which is the first ad campaign to debut since its acquisition by Unilever. Brew the Unexpected is not your normal tea brand campaign, but one that’s rooted in the same sense of adventure as the brand’s founding principles.
Tazo believes life’s richest encounters and experiences come when we break free of our comfort zones and veer off the beaten path, as their late-founder Steve Smith did when he changed the tea world with his quest to discover and create Tazo’s unexpected tea blends. The new ads underscore these bold and unexpected flavors that are in every cup of Tazo tea by featuring surprising twists on seemingly routine moments.
The spots will reach across video, display, social and cinema.
