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tazo advertising campaign

erin  irby,  jenna  jablonski,  nate  lawrence,  zach  millon,  sarah  parker,  tracy  r ivas
table  of  c ontents
executive summary 3
overview 3
agency strategy 3
situation analysis 4
competitor analysis 5
swot analysis 6
objectives 7
target market 8-10
brand value proposition 11
campaign strategy 12
creative 13-19
media 20-28
brand activation 29
evaluation 30
biographies 31
creative brief 32

2
executive  summary agency  strategy
3GD@CUDQSHRHMFB@LO@HFMENQ3@YN3D@OQDRDMSR@RS@QS SN ƥMHRGOK@M
to engage tea-drinkers with the Tazo brand. To achieve thorough Great Scott! Advertising prides itself in creative and cutting-edge
understanding of our target market, we conducted primary and strategy fueled by superior understanding of your target markets.
secondary research. Then we completed the picture with competitor
and situation analysis. For our creative strategy, we propose the Our insights are more than ideas; they are vehicles for making your
approach of “the dream is in the Tazo,” a campaign that features goals a reality.
women in our target market using Tazo Tea to add a bit of whimsy to
their routine. Whether its connecting with other cultures through We guarantee that our plans for your brand will make you say
the “escape” of a cup of tea, or connecting on a deeper level with
“WOW.”
themselves, the campaign shows how tea can enhance the meaning
of everyday life and help women become who they want to be. These
ADMDƥSR@QDDWOQDRRDCSGQNTFGB@QDETKKXRDKDBSDCLDCH@BG@MMDKR@MC
brand activation methods. Evaluative tests ensure that our campaign 6DB@KKSGHRř6.6ŚDƤDBS
RSQ@SDFXVHKKDƤDBSHUDKXHMBQD@RDBNLOQDGDMRHNM@MC@V@QDMDRRNESGD
Tazo Tea brand with the goal of having more tea-drinkers choose Tazo.
Witty, Original, and Worth your time
& this phrase embodies how we approach our advertising strategy.
Great Scott Advertising presents an ad campaign that will connect tea-
drinkers with the Tazo brand in meaningful and sustainable ways. By
tapping into “tea culture,” we have learned that tea-drinkers seek an
experience in each cup of tea. Our plan uses the experiential quality of
tea to appeal to consumers by showing them how Tazo Tea can enhance
their daily routine and even the pursuit of their more whimsical
aspirations.

overview
3NBNLLTMHB@SDSGHRNƤDQSNBNMRTLDQR HSHRHLONQS@MSSG@SVDQD@BG
them through a variety of media. Our plan not only employs the media
our target market trusts for information and for entertainment, but it
engages them on a new level with brand activation techniques. Spreading
Tazo’s message through advertising and sales promotion alike will build
relationships with consumers, increasing awareness and comprehension
of the Tazo brand. Ultimately, our campaign will make tea-drinkers seek
SGDTMHPTDDWODQHDMBDHMƦ@UNQ PT@KHSX @MCODQRNM@KHSXNE3@YN3D@

3
situation  analysis
historical   1994 1999 2010
context Created by Steve Acquired by Starbucks Tazo introduces 10
Smith, founder of for $ 9.1 million new full leaf teas for a
Stash Tea premium experience

technological  f orces socio-cultural  f orces


3GQNTFGNTSGHRSNQX SD@G@RADDMBNMRHCDQDCSNBNMS@HM^@SQ@CHSHNM@K  Tazo is transforming the hot tea and iced tea experience
relaxed, and laid back atmosphere. In this day and age, where people in North America through blending teas. Whether with
G@UD ^ @CITRSDC SN SGD řNM SGD FNŚ @RODBS NE DUDQXC@X KHED  SD@ @MC traditional favorites or exotic combinations of teas, herbs and
BNƤDDG@UDS@JDM@MDVENQL 6HSGSGDMDVSDBGMNKNFXRTBG@RSGD spices, Tazo challenges the boundaries of what tea can be.
ř*DTQHFŚRHMFKDBTOAQDVDQ ODNOKDB@MMNVDMINX@GNSBTONEBNƤDD In the US and around the world, endeavors for a more sustainable
or tea on the go! Yet, still experience the relaxed and pleasant feeling V@X NE KHED ^ G@R BNLD ETKK ENQBDʖ 3GD HCD@ NE ADBNLHMF @ ŖFQDDMŗ
e n v i r o n m e nt a l   a n a l y s i s

of a hot cup of tea. The “on-the-go” single cup brewer has created environment is becoming the new social movement. Amongst the Tazo
RODBH@KHYDCř* BTORŚSG@S@QDOK@BDCHMSGDL@BGHMDVGHBG^OQNCTBDR community, they advocate clean air and healthy communities.Tazo
@ FQD@S S@RSHMF ŖNTS NE SGD SD@ONSŗ BTO NE SD@  3GDX G@UD @KRN G@RL@CD@BNLLHSLDMSSNOTQBG@RDQDMDV@AKDDMDQFXBDQSHƥB@SDR
DRS@AKHRGDC ƥKSDQR BTOR SG@S B@M AD TRDC ENQ SD@ KD@UDR  6HSG MDV for energy derived from windmills. Their purchases this year have
technologies such as the “Keurig,” the quick and speedy on the go helped to improve air quality, reduce greenhouse gas emissions, and
business lifestyle can still be possible with a slice of tea heaven. HR@MHLONQS@MSHMUDRSLDMSHM@QDMDV@AKDDMDQFXETSTQDBDQSHƥDCAX
SGDMNM OQNƥS"DMSDQENQ1DRNTQBD2NKTSHNMR&QDDM D/QNFQ@L VGHBG
UDQHƥDR SG@S SGHR DMDQFX LDDSR SGDHQ DMUHQNMLDMS@K @MC BNMRTLDQ

legal  &  regulatory protection requirements.Tazo is helping to advance renewable


energy development and joins a growing community of companies
Tazo’s many tea assortments are promoted publicly as organically and individuals committed to clean, renewable energy solutions.
produced. The regulatory force that Tazo faces is the USDA National
Organic Program which creates the logo that must be stamped
on their organically produced product. The U.S. Department of
economic  f orces
The increasing demand for premium products in food service is
Agriculture established a set of national organic standards in the
nowhere more evident than in the tea category. Given that tea
ŗR  3GD KDFHRK@SHNM QDPTHQDR @KK NQF@MHB OQNCTBSR AD BDQSHƥDC
is the national drink for two thirds of the world’s population and
by an independent agency by the USDA, and that products labeled
that much of the consumption is in the South where population
řNQF@MHBŚ LTRS AD BDQSHƥDC @BBNQCHMF SN SGD FTHCDKHMDR RDS ENQSG
is growing, there is some potential for increased demand for
by the Legislation. The legislation requires all organic products
tea across the world! To counter this trend, the tea industry is
AD BDQSHƥDC AX @M HMCDODMCDMS @FDMBX @OOQNUDC ^ AX SGD 42# 
actively trying to promote consumption in the EU and the US
@MC SG@S OQNCTBSR K@ADKDC řNQF@MHBŚ LTRS AD BDQSHƥDC @BBNQCHMF
AX DLOG@RHYHMF SGD GD@KSG ADMDƥSR NE CQHMJHMF SD@  3GTR  HS HR @
to the guidelines set forth by the legislation. Under the NOP there
perfect time for Tazo to be expanding its company. People are
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4 LNQDNQF@MHB SNNQF@MHB @MCKDRRSG@MNQF@MHB
willing to explore the intriguing phenomenon that is Tazo Tea!
competitor  analysis

Ş#DUDKNOHMFBTRSNLDQKNX@KSX Ş'@RADDMCDUDKNOHMFHSRDKE@R@MC ŞPrides themselves on wide


ŞEasily accessible to a
program all-natural, organic tea brand for U@QHDSXNENƤDQHMFR
mainstream audience; available
Ş%HM@MBH@KKXRTOONQSRMNM OQNƥSR over 30 years. ŞLower prices than Tazo internationally
that share similar visions; users Ş/@BJ@FDCHMQDBXBKDC ŞMore than twice the following on ŞOne of the largest specialty tea
can request funding for events paperboard and cardboard Facebook companies in the United States
Ş"DQSHƥDC42# .QF@MHB ŞStrictly adheres to the prohibition ŞPromotions such as holiday Ş"DQSHƥDC42# .QF@MHB
Ş$BN QDRONMRHAKDO@BJ@FHMF  of GMO ingredients as required by sweepstakes for a spa getaway "DQSHƥDCNQF@MHBAX0T@KHSX
%@HQ3Q@CD"DQSHƥDC%@HQ+@ANQ the National Organic Program of ŞAvailable internationally RRTQ@MBD(MSDQM@SHNM@K0 (
the U.S. Department of Agriculture ŞEasily accessible; available in
"DQSHƥDC ŞUses recycled paper and paper
ŞPrinted with environmentally many stores
Ş3Q@MRO@QDMBXCHROK@XRDBN from sustainably managed forests
friendly vegetable ink ŞOne of the largest specialty tea
audit on website to show for packaging and other printing
Ş"DQSHƥDCNQF@MHBAX0T@KHSX manufacturers in North America projects
environmental sustainability of
RRTQ@MBD(MSDQM@SHNM@K0 ( ŞFrequently donates to non-
operations ŞCommitted to renewable energy;
Committed for sustainability OQNƥSR NQF@MHY@SHNMRVHSGHM
Ş'@KESGD%@BDANNJENKKNVHMFNE ŞPurchases green power through
ŞSimilar amount of likes on Boulder, Colorado
Tazo local electric utility, Portland
Facebook Şsponsors conferences for arts
Ş"NMRHCDQ@AKXLNQDDWODMRHUD General Electric.
Ş"DQSHƥDC42# .QF@MHB and humanities events governed ŞFrequently donates to
ŞNot accessible to a mainstream AX@MNM OQNƥSNQF@MHY@SHNM organizations in Oregon and in the
market; mostly sold in health food ŞLeading innovator for new tea /@BHƥB-NQSGVDRS
stores. Ʀ@UNQR@MCOQNCTBSR ŞLess expensive than Tazo
ŞAdvertising tailored to a select ŞLow quality product ŞMany negative customer reviews
audience ŞNegative customer reviews regarding taste and quality of tea
ŞMore expensive than Tazo regarding taste and quality
SWO T  analysis
Tazo has more than 80 unique tea, fruit, and herb teas Not seen at the “go-to” brand when buying tea in
Devoted to giving back to those who live in the areas that grow and
retail stores
harvest tea.
2S@QSDC"NKK@ANQ@SHNMENQ'NOD@MC CU@MBDLDMSHM(MCH@"' ( As a young label, the brand lacks history
with Starbucks, which is dedicated to improving water quality "NQDADMDƥSOQNONRHSHNMHRMNSTMHPTD
strengt hs

weaknesses
and accessibility, providing vocational and leadership training for
youth, training community health workers to provide preventive,
basic curative and referral health care to rural villagers, and
supporting social development projects chosen by the community.
3GDOQNIDBS@ƤDBSRLNQDSG@M UHKK@FDQRHM(MCH@
Member of the Ethical Tea Partnership
Committed to clean, renewable energy solutions.
3@YNNƤDQRRTODQ OQDLHTLSD@HM@KKNEHSRENQLRƥKSDQA@FR ANSSKDC
ready-to-drink iced and juiced teas, tea lattes, and full leaf tea kits.
.MKXATXRRHMFKD DRS@SDSD@R@RNOONRDCSNSD@RAKDMCDC@SNQHFHM
'@RHMSHL@SD NMD NM NMDQDK@SHNMRGHORVHSGHMCHUHCT@KSD@F@QCDMR
Sold in over 50 countries through Starbucks
Stand-out packaging design
Unique brand personality

Super-premium teas are the fastest-growing tea


Increase product placement in organic section of
segment in grocery and natural good stores, which
stores/ health food stores
has increased Tazo’s competitors
o pp ort unit ies

Increase distribution to more restaurants, cafes, and


Many in the target market have already formed
retailers
brand loyalties
Increase brand awareness through advertising
Competition with brands with the USDA Organic

t hr eat s
#DƥMDBNQDADMDƥSOQNONRHSHNM@MCTMHPTDRDKKHMF
and Fair Trade labels, sometimes a caveat for tea-
points
buyers who are also environmentally and socially
Engage consumers more and demonstrate
conscious
appreciation for loyal Tazo-drinkers as an
opportunity to build relationship with consumer

6
objectives
marketing: (MBQD@RDR@KDRNE3@YNƥKSDQ
bags by 7
budgeting
Great Scott Advertising was allotted $12,000,000 to
BGHDUD@V@QDMDRRNE create a campaign for Tazo Tea that both embodied the

advertising: 3@YNSD@ƥKSDQA@FR@MC
comprehension of what Tazo
spirit of Tazo Tea and produced tangible results.

&QD@S2BNSSTRDCENTQCHƤDQDMSSXODRNELDCH@SN
tea is RTBBDRRETKKXHLOKDLDMS@BQD@SHUD@MCDƤDBSHUD
campaign. The campaign was fully executed for a total
of $11,798,658.

Below is a summary of the campaign budget.


This campaign will run over

time  frame: the course of a year, beginning


in September and continuing
until the end of August.

Understand the brand


personality of Tazo, its history,
research: and the deep values and
desires of the target market,
women aged 25-44.

7
target  market
We understand the needs, wants, and desires of women aged 25-44 based
on our primary and secondary research methods. Great Scott! conducted 13
HMSDQUHDVRVHSGVNLDMHMSGDS@QFDS@FDFQNTO SGNQNTFGKX@M@KXYDCSGD,1(
MediaMark database, and consumed various media and entertainment that the target
market currently enjoys.

Although they are often busy professionals, these women view themselves as
B@KLDQ LNQDA@K@MBDC @MCLNQDQDK@WDCSG@MBNƤDDCQHMJDQR 3GDXCQHMJSD@@R
a daily ritual. Flavor, familial preferences, and brand social responsibility govern
their choice of tea. They are health-conscious; they live active lifestyles and prepare
wholesome meals. They are well-educated and socially conscious. They often prefer
organic and Fair-Trade products. They appreciate multiculturalism and pride themselves
in worldliness. Their relaxation and entertainment often include nature and social
activities with friends and family. They consider themselves to have well-developed
connections with both themselves and with others.

“A woman is like a tea bag- you never know


how strong she is until she gets in hot water.”
-Eleanor  Roosevelt

8
what’s  in  her  bag? what  are  her  new  years  resolutions?
healthy  lunch,  t inted   1.  buy  only  
chapstick,  iPad,  refillable   Fair  Trade  
water  bottle,  &  Eat,   beverages  
Pray,  Love 2.  become  a  
“locavore”  

3.  take  more  t ime  t o  read  f or  pleasure


how  does  she  unwind? 4.  try  acupuncture  f or  t he  f irst  t ime
5.  go  somewhere  beautiful
cooks  a  challenging  new   6.  make  t ime  f or  exercise  t hree  t imes  a  week
recipe,  goes  t o  a  yoga- 7.  drink  less  c offee  
lates  class,  walks  t he  dog   8.  drink  more  tea
on  a  scenic  trail,  travels,   9.  actually  grow  t omatoes  in  my  garden  t his  year
&  watches  an  o ld  movie 10.  and  basil!
9
target  market  profiles

Bridget is a 40 year old college professor. She is Connie is 26 and fresh out of graduate school. Rebecca is a 34 business woman who lives
very passionate about education and loves her She is young and still yearning for adventure her life by a very structured schedule. She
career. She wakes up everyday happy to go to and exploration. She’s a small town girl in misses the days when she used to travel all
work, because it isn’t really work at all. One of the big city just starting her career. She can’t the time. Over the years she has become
GDQL@MXNSGDQO@RRHNMRHRSQXHMF@KKCHƤDQDMS @ƤNQC@SDKDUHRHNMRNRGDV@SBGDRSDKDUHRHNM very knowledgeable about tea. She makes
SXODR@MCƦ@UNQRNESD@ ATSGDQE@UNQHSDƦ@UNQR and movies online. Connie loves nature sure she drinks tea three times a day and
are those herbal blends . She enjoys gardening and misses the many hiking trails available carries her portable mug everywhere.
and going to the farmers market on the in her home town, so she goes on walks 1DADBB@HRDWSQDLDKXGD@KSGBNMRBHNTR@MC
weekends. The main reasons she chooses Tazo through city parks to reconnect herself with loves feeling alert and energetic. Drinking
is because they care about making sustainably- nature. Tazo is her cup of relaxation. It is her tea makes her feel good, inside and out.
informed choices, just like she does. transportation into calmer world. 1DADBB@TRDRCQHMJHMFSD@@R@V@XSNQDK@W
and focus on herself, which she doesn’t get
SNCNUDQXNESDM .MGDQNMDC@XNƤDUDQX
week she enjoy doing yoga and trying new
10 SD@Ʀ@UNQR 
brand  value  proposition

3@YNNƤDQRRTODQHNQ
Ʀ@UNQ PT@KHSX @MCRNBH@K

functional  benefits responsibility with its teas. It


@KRNNƤDQRSGDSGDOQ@BSHB@K
GD@KSG@MCVDKKMDRRADMDƥSR
of the ancient tradition of
drinking tea with a uniquely
witty and playful personality.

3GDCDƥMHMFPT@KHSXNE
emotional  benefits the Tazo brand is that it is
DWODQHDMSH@K ^4MKHJDNSGDQ
beverages, tea is ritualistic,
@MCD@BGBTOHR@MDWODQHDMBD ^3GDOTQONRDNESGHRDWODQHDMBDHR
QDK@W@SHNM BDMSDQHMFNERDKE @MCQDITUDM@SHNM ^3GD3@YNAQ@MCHRUDQX
DWOKHBHSVHSGSGDDLNSHNM@KADMDƥSRNESGDHQSD@R FHUHMFSGDCHƤDQDMS
Ʀ@UNQRM@LDRKHJDř9DMŚ@MCř"@KL Ś

Drinking Tazo tea projects a sophisticated and worldly


self-expressive  benefits HL@FD ^#QHMJDQRNES@YNSD@DWOQDRRSGDLRDKUDR@RTOODQ
BK@RR^HMCHUHCT@KRVGN@OOQDBH@SD@LD@RTQDNEVGHLRX 3GDXB@QD
about their wellness and have a moment to relax with a cup of
SD@ ^3@YNSD@ CQHMJDQRBNMRHRSDMSKXHCDMSHEXSGDLRDKUDRřB@KLDQ
SG@MSGDSXOHB@KBNƤDDCQHMJDQ Ś^3GDXKNUDSNBNMUDQRD@ANTSSD@
and easily form community with other tea-drinkers based on this
common interest.

11
campaign  strategy
Our target market consistently assigns more meaning to a cup of
tea than that of any other beverage, describing each cup of tea as
an experience. They often use the word “ritual” to describe the
importance of tea in their daily routine. They further describe tea as
an “escape” or a “retreat” when their cup of tea is what transports
them away from the chaos of their everyday routine to a calmer
place. To address the meaningfulness of tea to our target market
of tea-drinkers, we structure our campaign around the experiential
PT@KHSXNESD@ OQDRDMSHMF3@YN@R@AQ@MCSG@SNƤDQR@TMHPTD@MC
superior tea experience.

Furthermore, our target market seeks the betterment of self


and society, and they are in constant pursuit of these dreams.
They are health-conscious, connected with nature, embracing
of multiculturalism, socially-conscious, and always seeking
enlightenment. We appeal to their dream-chasing idealism with
NTQAHFHCD@ř3GDCQD@LHRHMSGDSD@ 3@YNŚ.TQ@CUDQSHRDLDMSR
CDLNMRSQ@SDGNV3@YNƥFTQ@SHUDKXS@JDRHMCHUHCT@KRHMNTQS@QFDS
market to wherever they want to be - whether their cup of tea
simulates the zen of yoga, the calm of the outdoors, or the adventure
of travel.

what’s  t he  big  idea?


The  dream  is  in  t he  tea.  tazo.
12
art  direction creative  strategy
The art direction for the Tazo Tea is an expression of Tazo Tea’s Through various forms of entertainment and interactive
packaging design combined with the perceived style of our LDCH@ SGHROK@MVHKKDƤDBSHUDKXQD@BG@VHCDQ@MFDNE
target market. First, the color scheme of our visual materials women in the ages of 25-44. From internet movie sites
includes pastels and light earth tones, associating the brand with SNOTAKHBQ@CHN NTQLDCH@BGNHBDRQDƦDBSSGDTMCDQKXHMF
healthiness and nature. These materials also convey the value of values of the target market. The advertisements will
multiculturalism shared by the Tazo brand and our target market. provide meaningful brand relationships with the target
Arabic and Indian designs on the magazine ads represent the audience through media and promote the concept of
CHƤDQDMSKNB@SHNMR@QNTMCSGDVNQKCVGDQD3@YNSD@HRBTKSHU@SDC  “The dream is in the tea. Tazo.”
The faces in our ads portray what individuals in our target market
LHFGSKNNJKHJD@CTKSVNLDMSGNTFGSETKKXDMINXHMF@RSD@LHMF
cup of tea. By putting emphasis on the photo instead of the text,
we hope to show the positive emotions associated with drinking
tea to achieve a sense of calm and simplicity that corresponds
with the Tazo brand.

copy  writing
Our strategy for copywriting was using the same witty and
whimsical style of writing that the Tazo brand employs on its
packaging and website. In our print ads and radio ad, a narrative
RSXKDNEBNOXHRTRDCSNBNLLTMHB@SD@M@MDBCNSDHMSGDƥQRS
person, as if telling a story conversationally. We also include
3@YNŗRCDRBQHOSHNMNESGDSD@Ʀ@UNQ@SSGDANSSNLNESGDOQHMS@C
ADB@TRDHSDRRDMSH@KKXCDRBQHADRSGDETMBSHNM@KADMDƥSRNESGD
product. In all cases, we keep the copy concise and casual.

13
executions:  print

My  travels  t o  India  led  me  t o  an  ashram  w here  I  learned  t o  calm  


my  mind  ,  o pen  my  heart,  and  soothe  my  soul.  My  journey  is  
most  vivid  w hile  drinking  a  steaming  mug  of  C alm™.  
My  dream  is  in  t he  tea.  tazo
executions:  print
While  studying  in  C hina,  a  family  invited  me  into  t heir  home  
for  tea  brewed  from  herbs  in  t heir  own  garden.  
This  experience  will  f orever  be  in  my  heart.  Keeping  a  garden  
illuminates  a  sense  of  peace  and  balance  in  my  modern  world.  
I  start  every  morning  in  my  garden  with    my  own  Zen  ™.  
My  dream  is  in  t he  tea.  tazo
9DMŷAX3@YNRTRS@HM@AKXRNTQBDRHSRFQDDM@MCGDQA@KLHWSTQDREQNL"GHM@ 
As a member of the Ethical Tea Partnership, Tazo is working together to improve the
environmental impact of tea production and help the lives and communities of tea workers.
creative  testing
Great Scott! showed the print advertisements
as well as the Internet banners to selected
members of Tazo Tea’s target market to gain
invaluable feedback from consumers that
are most likely to be consumers of tea. The
information was used to modify current
Tazo Tea advertisements as well as provide
a useful insight for the production of future
advertisements.

Initially, the print advertisements had much


more copy, but through creative testing we
found that consumers were distracted with
trying to read the copy. Many said it was hard to
All  my  favorite  places  in   QD@C 6DSGDMLNCHƥDCSGDOQHMS@CUDQSHRDLDMSR
executions:  print

the  world  have  mountains.   RNSG@SSGDXG@CKDRRVNQCRVGHKDRSHKKDƤDBSHUDKX


When  I  l ook  out  at  t he   conveying Tazo Tea’s message.
misty  peaks  t hrough  
the  steam  of  my  morning  
tea,  I  feel  l ike  I  c ould  be  
anywhere  in  t he  world.    
This  is  how  I  get  ready  f or  all  t he  adventures  my  day  will  bring.  
 This  is  how  I  Refresh.™  My  dream  is  in  t he  tea.  tazo.
executions:  internet  &  radio
radio  spot
“Work, work, work. Everyday is meetings,
accounts, kids, and stress. All I want to do when
I get home is relax and enjoy some peace and
PTHDS ƥM@KKX  MCSG@SŗRVGDM(QD@BGENQ3@YN
Tea. When I drink Tazo Tea, sitting under the
willow tree on spring day, with my Tazo Tea in
one hand and a good book in the other. I dream
of escaping to a carefree environment with no
worries in the world. With my busy life, Tazo
9DMHRSGDNMKXSGHMFSG@SB@MS@JDLDSGDQD Ś

banner  ads
executions:  television
executions:  television
media  objectives media  strategy
who  are  we  going  t o  reach? reach  &  frequency
Our target audience consists of women aged 25-44. These Reachof the target market
women are media-savvy business professionals with higher There is large potential for Tazo to become the go-to brand
education concentrated in cities in the north-east and west NESD@ENQVNLDMSN ^3N@SS@HMGHFGL@QJDSRG@QD &QD@S
coast. Scott wants catch women early in their tea-buying decision
to acquire new tea drinkers and convert brand loyalists of
We are reaching our audience through four media channels, Tazo’s competitors.
BNMRHRSHMFNE/QHMSHML@F@YHMDR@MCMDVRO@ODQR 3DKDUHRHNM
BNLLDQBH@KR (MSDQMDS @MC1@CHN
(ƨHFWLYH)UHTXHQF\ 4
6NLDMHMSGHR@FDQ@MFD@QDƥMCHMFOQNCTBSRENQSGDQDRSNE
where  are  we  f ocusing? SGDHQKHED ^3@YNV@MSRSNADNMDNESGNRDKHEDSHLDOQNCTBSR 
.TQBGNHBDRNEGHFGKXDƤDBSHUDLDCH@VHKKOTS3@YNNMSGD
The message will be sent out nationally, but it will be forefront of the specialty tea market.
especially heavy on the east and west coasts. The east and
west coasts will additionally receive radio advertisements,
and the New York and Los Angeles regional areas will
continuity:  pulsing
receive advertisements in newspapers. %NBTRHMFNMƥKSDQDCGNSSD@R SGDADUDQ@FDHRBNMRTLDC
most frequently during the colder months between October
@MC%DAQT@QX ^+@TMBGNE3@YNŗRAQ@MC@BSHU@SHNMVHKKS@JD
place in August, putting our tea brand into customers’ heads
before any other brand has a chance to get themselves
how  will  we  reach  t hem? noticed.
The advertising campaign will consist of both national and 3ULQWDGV in magazines will begin in May before the
regional ads. The television, internet, and print magazine activation as busy professionals plan their winter holiday
ads will run nationwide. The print newspaper ads will run and can associate Tazo with an adventurous getaway.
in the new york and los angeles regional areas. The radio Bursting
ads will be placed in large geographic areas on the east 7HOHYLVLRQDGV will release in a bursting pattern and run
and west coast such as, New York City, Boston, New Jersey, September through February to get into the consumers
Connecticut, Los Angeles, San Diego, San Francisco, and GD@CRCTQHMFSGDBNKCLNMSGR (SHRHMDƧBHDMSSNDMSHBD
Portland. people to drink hot tea in the summer.
Our ,QWHUQHWDGV will be bursting in the coldest months of
the campaign while people stay inside for work and play.
20
length  and  sizes media  mix
7HOHYLVLRQRDBNMCRONSRSNADQTMNMAQN@CB@RS@MC 3GDLNRSONOTK@QLDCHTLHMSGD4MHSDC2S@SDRVHKKDƤDBSHUDKX
B@AKDMDSVNQJRGNVR RODBHƥB@KKX@HQHMFCTQHMFOQHLSDSHLD QD@BGVNLDMCTQHMFSGDHQE@UNQHSDRGNVR ^ BBK@HLDCOQHLDSHLD
shows RHSBNLRQD@BGLHKKHNMRNEUHDVDQRDUDQXVDDJ ^ SGHQSXRDBNMC
ad can communicate Tazo’s message clearly. That clarity will
speak to our target market in busy moments spent at home.

-@SHNM@K/TAKHB1@CHNHR@ONOTK@QENQLNESGDLDCHTL@LNMF
5DGLR2ONMRNQRGHONERODBHƥBMDVRRGNVR@HQDCM@SHNM@KKX VNLDMHMNTQS@QFDSL@QJDS ^3GDNQF@MHY@SHNM@BBDOSRM@SHNM@K
broadcast sponsorship, and Tazo will be heard as the tea that
supports our market’s favorite radio shows.

Our target market is full of highly educated professional


3ULQWO@FDROQD@CROK@BDCHMGD@UXBHQBTK@SDCL@F@YHMDR women who enjoy reading  f or  pleasure
^/K@BHMF@CUDQSHRDLDMSR
in the print media they consume every day will reach to our
market far and wide.

 XD@QNKCRƥMCOKD@RTQDHM(MSDQMDS
IQWHUQHW!Q@MCDCOK@XDQRJHMENQ media forms such as music sites, television
Pandora RGNVRSQD@LHMFRHSDR @MCLTBGLNQD ^'TKT
^"NMS@HMRGD@CDQ@MCENNSDQHL@FDR ETKK attracts millions of viewers each month,
color background, and a video creative while Pandora reaches 24 million subscribers
"NLLDQBH@KAQD@JRNM'TKTRSQD@LRVHSG LNMSGKX ^$ƤDBSHUDQD@BGB@MAD@SS@HMDCPTHBJKX
video creative with such high viewership.

21
media  choice:  magazines
circulation circulation circulation
305,494 970,733 811,714

Barron’s Travel  +  Leisure Conde  Nast  Traveler


3GHRVDDJKXƥM@MBH@KL@F@YHMD This monthly leisure travel magazine This monthly high-end travel magazine
appeals to the professional features articles by novelists, poets, appeals to women who like to travel
woman who wants to keep up artists, and designers. The magazine to luxury destinations. Portion of the
with the market. appeals to those who prefer an upscale magazine is dedicated to business
destination environment. travelers.

circulation circulation circulation


1,522,078 1,227,707 463, 385

Bon  Appetit Vanity  Fair W


This monthly food magazine 3GHRLNMSGKXBTQQDMS@Ƥ@HQR  This monthly fashion magazine
appeals to women who have an fashion and pop culture features the elite of fashion and
eclectic taste in food, and can magazine allows women to keep entertainment in American and

22 show recipes that use Tazo tea


such as chai-infused cookies.
up to date on the news and
lifestyle in an up-scale and more
European society, which appeals
SNVNLDMVGN@OOQDBH@SDSGDƥMDQ
things in life.
media  choice:  radio San  Francisco
Los  Angeles
Portland
San  Diego
talk  news  shows
Through primary research, it was found that the target
market for Tazo Tea listens to the radio frequently. New  Y ork  C ity
3GDXOQHL@QHKXKHRSDMSN-/1 (MCDODMCDMS/TAKHB
1@CHN @MCNSGDQRS@SHNMRNƤDQHMF@U@QHDSXNEMDVR
and information shows.
Boston
By underwriting popular shows such as “This
American Life” and “All Things Considered”, Tazo will
begin to establish a truly meaningful relationship
New  Jersey
with listeners in our target market.
Connecticut

23
media  choice:  television
2YDWLRQ@B@AKDBG@MMDKVHSG@LHRRHNMSNřDMSDQS@HM HMROHQD@MCDMF@FDSGD@QSHRSHM@KKNE
TR Ś/QNFQ@LRQ@MFDHMSNOHBEQNL@QS ƥKL 
music, contemporary culture, and travel.
The network teams up with American cultural
institutions and arts education groups to
promote creativity through interesting
content. Weekend nights comprise of So You
Think You Can Dance marathons watched
primarily by women in our target market.

$%&.MDNESGDNQHFHM@K
broadcast network stations
that competes with FOX,
CBS, and NBC for the most
popular network. The
7KH&RRNLQJ&KDQQHO@B@AKDRS@SHNM channel tries to appeal
for the avid cooking enthusiast who values to families and individual
healthy, natural, and delicious food & drink. members of the family unit
“Good Eats” airing Wednesdays and Fridays at with diverse programming.
8 pm, caters to foodies with a sense of humor Primetime on Wednesday
and interest in pop culture. night revolves around
Modern Family, an
)R[@K@QFDAQN@CB@RSMDSVNQJVHSGNQHFHM@K@MC ensemble comedy about
KHBDMRDCSDKDUHRHNMRGNVRQ@MFHMFEQNLƥBSHNM@K @QD CDƥMDC LDQHB@M
dramas and comedies to news specials and sports family structure. The show
programming. Tuesday night primetime revolves is watched by 12.7 million
around the new original comedy New Girl starring people and has won many
9NNDX#DRBG@MDK 3GDRGNVHRV@SBGDCAX  Emmys for the unique
million people and is a hit in our target market. and entertaining look at
American life.
6XQGDQFH@TMHPTDB@AKDBG@MMDKGHFGKHFGSHMFř6G@SŗR
Next, Now” reaches 40-million households with an age group between 25-54 seeking to
BDKDAQ@SDSGDBQD@SHUHSXNE LDQHB@M@QS LTRHB ƥKL@MCBTKSTQD 3GD,NQSHƥDC2DRRHNMR
is a primetime original series airing Monday nights that interviews professionals in
SGDDMSDQS@HMLDMSHMCTRSQXRTBG@R$C'DKLR )DMMHEDQ&QDX @MC,Nŗ-HPTD@ANTSSGDHQBKHLAEQNLBGHKCGNNCSN
stardom.
Pandora connects to more than 200 electronic consumer

media  choice:  internet


CDUHBDR RTBG@RRL@QS OGNMDR 35ŗR !KT 1@XOK@XDQR 
iPads, in-home connected devices, and more. Tens
of millions of people in the United States alone use
Pandora to listen to their favorite music. Pandora
reaches on average 24 million people every month.
Each person can customize their own personal station
by simply inputting a single word through the music
genome project. This allows consumers to listen to
whatever music they want, when they want.

(,#A(MSDQMDS,NUHD#@S@A@RDHR@M
online database that provides people with
a wealth of information relating to movies,
televisions shows, actors, production crew
'TKTHR@MNMKHMDUHCDNRDQUHBDSG@SBNMMDBSRLHKKHNMR
ODQRNMMDK UHCDNF@LDR @MCDUDMƥBSHNM@K
of people with their favorite television shows, movies,
characters from movies and televisions
@MCBKHORD@BGLNMSG 'TKTFHUDR@CUDQSHRDQRFQD@S
shows. With over 100 million unique
opportunities to associate their brand with the premium
viewers each month it is one of the most
online video content of their choice. This allows
popular online entertainment sites and is only gaining
advertisers to connect with engaged consumers that
more and more viewers each month. IMDb can be used
@QDLNQDKHJDKXSNAD@AQ@MCŗRS@QFDSL@QJDS 'TKT
on mobile devices to instantly view over 6,000 movies
also reaches consumers through its ad-supported
and television shows from CBS, Sony, and a selection of
RTARBQHOSHNMRDQUHBD 'TKT/KTR 
HMCDODMCDMSƥKLL@JDQR 

The Wall Street Journal has the largest circulation in the


United States delivering 2.1 million copies each year,
This form of internet media is considered to include “All
which includes over 400,000 paid online subscriptions.
SGDMDVRSG@SŗRƥSSNQD@CŚ HSBNUDQR@M@QQ@XNEAQD@JHMF
In 2004 the Wall Street Journal released its Wall Street
news, multimedia, business, sports, movies, travel,
Journal Online mobile application. Now subscribers can
books, jobs, education, real estate, cars and more. The
access content wherever they are from a mobile device.
target market enjoys being “in the know” and since this
They recently launched a worldwide expansion of the
newspaper covers many informative aspects of everyday
website, which now includes the major foreign-language
life, it is a perfect form media choice.
editions. Its readership mainly consists of people that have
management positions who are interested in reading about
ƥM@MBH@K@MCHMSDQM@SHNM@KATRHMDRRMDVR (SG@R@KRNRGNVM
interest in buying it’s long time rival, Financial Times.

25
media  scheduling
Jan Feb Mar April May June July Aug Sept Oct Nov Dec Executions Costs
Weeks: 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
Print
W 1 1 1 1 1 1 6 577,758
Vanity Fair 1 1 1 1 1 1 6 1,077,906
Bon Apetite 1 1 1 1 1 1 1 7 1,011,220
Traveler 1 1 1 1 1 1 6 716,178
Travel & Leisure 1 1 1 1 1 5 522,300
Baron's 1 2 4 7 324,076
L.A. Times 1 1 1 3 40,020
New York Times 1 1 1 3 87,900
Total Cost: 4,084,978

TV
Good Eats 2 2 2 2 6 6 20 600,000
&(* /) 2 2 2 2 6 6 20 600,000
 2 2 2 2 6 6 20 600,000
New Girl 5 5 5 5 10 10 40 1,200,000
Modern Family 5 5 5 5 10 10 40 1,200,000
Total Cost: 4,200,000

Internet
Pandora 3 1,080,000
Hulu 3 1,200,000
nytimes.com 4 120,000
wsj.com 4 120,000
  4 120,000
Total Cost: 2,640,000

Radio: NPR
% (%) )& 6 6,400
Los Angeles 6 78,400
Portland 6 4,240
San Diego 6 24,000
New York City 6 64,000
Boston 6 4,640
Connecticut 6 28,000
New Jersey 6 64,000
Total Cost: 273,680
Grand Total $11,798,658

26
media  budgeting
Magazines  :  all  executions  are  1  page  spreads   Internet
Title # of times Cost per page Total Cost Website 1D@BG Frequency Impression CPM Total Cost
1. W 6 96,293 577,758
Pandora 6m 3 18 m $60 1,080,000
2. Barron’s 7 46,296 324,076
3. Conde Nast Traveler 6 119,363 716,178 'TKT 6m 3 18 m $100 1,200,000
4. Vanity Fair 6 179,651 1,077,906 NYtimes.com 4 m 3 12 m $8 120,000
5. Travel & Leisure 5 104,460 522,300 LAtimes.com 4 m 3 12 m $8 120,000
6. Bon Appetit 6 144,460 866,760
IMDb.com 4m 3 12 m $8 120,000
Total Cost $ 4,084,976
Total Cost $ 4,273, 422

Newspapers :  all  executions  are  1/2  page  spreads  


Title # of times Cost per page Total Cost
1. New York Times 3 29,300 87,900
2. Los Angeles Times 3 13,340 40,020
Total Cost $ 127,920

Radio :  each  commercial  is  a  30-second  spot   Television :  for  each  execution  Great  Scott  has  budgeted,  1  rating  point
City or State Population &1/ CPM Total Cost
San Fransisco 800,000 100 $800 6,400 Show Executions Cost per point Total Cost
Los Angeles 9,800,000 100 $9,800 78,400 Good Eats 20 $30,000 600,000
Portland 530,000 100 $530 4,240 Mortifed Sessions 20 $30,000 600,000
San Diego 3,000,000 100 $3,000 24,000 So You Think You 20 $30,000 600,000
New York City 8,000,000 100 $,8,000 64,000 Can Dance
Boston 580,000 100 $580 4,640 New Girl 20 $30,000 1,200,000
Connecticut 3,500,000 100 $3,500 28,000 Modern Family 20 $30,000 1,200,000
New Jersey 8,000,000 100 $8,000 64,000 Total Cost $ 4,200,000
Total Cost $ 273,680

27
brand  activation
a  taste  of  serenity
objective: To allow a traveler to immerse themselves in the calmness,
HMSQHFTHMF @MCƦ@UNQETKDWODQHDMBDNE3@YN3D@

strategy: 3NHLOKDLDMS@M@QD@NEř9DMŚHM@BNƤDDSD@B@EDKNB@SDCHM
K@QFD@MCONOTK@Q@HQONQSR@QNTMCSGDBNTMSQX)%* 2%.  3+ 

"QD@SD@RO@BDENQEQDDR@LOKHMFNE3@YN3D@Ʀ@UNQRRNSG@S
people can taste the richness of the tea and experience a
getaway within the stress of an airport.

Coupons would also be distributed in these cafes that


would incentivize customers to purchase and experience
SGDLDLNQ@AKDƦ@UNQDWODQHDMBDRNE3@YNSD@@MCHLLDQRD
themselves in the tranquility before & potentially enhancing
their day of travel.

show  us  your  mug  shot


objective: To build a better relationship with Tazo Tea customers by
collecting personal stories from individuals about their favorite
mugs

strategy: To use Facebook to promote Tazo Tea by asking people who


visit the Facebook page to send in a picture of them with their
favorite mug.
#QHMJHMFXNTQE@UNQHSD3@YN3D@Ʀ@UNQHRLTBGLNQDDMINX@AKD
when you are drinking it out of your favorite mug!

People will be taken from the Tazo Tea Facebook page to


the Tazo Tea website where they will be prompted to submit
a picture of themselves with their favorite mug as well as
28 download free coupons.
evaluation
  
Tazo Tea’s goals for this advertising
 
 




  
B@LO@HFM VDQD SN HMBQD@RD R@KDR AX    
 
   
@MCSN@BGHDUD@V@QDMDRR 3@YN3D@ŗR     
campaign was executed over a period of
   


  
one year. Great Scott felt it was important   
 


to collect quantitative data not just at 




 
the end of the year, but throughout the    
   
entire year. The increase in sales was  !"##
recorded each month. To quantify the 
  
  
DƤDBS NE SGD B@LO@HFM QDF@QCHMF AQ@MC
awareness how many individuals visited    
the website and the facebook page 
each month will be documented as well. 










  
  

29
great  scott!  biographies

meet  erin
Erin Irby is an Integrated Marketing
meet  jenna
Jenna Jablonski studies Integrated
meet  nate
Nate Lawrence is a Cinema Production Major and
Communications junior at Ithaca Marketing Communications and Spanish an IMC Minor. During his college career, Nate
College. She is the president of as a junior at Ithaca College. She stays has focused on writing and directing dramatic
Active Minds, a national organization busy working for the Ithaca College M@QQ@SHUDRGNQSƥKLR (MSGDRTLLDQNE GD
interned at a commercial production company
that promotes mental health and .ƧBDNE2STCDMS$MF@FDLDMS@MC
BNMMDBSDCVHSGK@QFDL@QJDSHMFƥQLRKHJD QMNKC
positive stress relief on campus. She ,TKSHBTKSTQ@K Ƥ@HQR UNKTMSDDQHMFHMSGD
6NQKCVHCD 'DGNODRSNBNLAHMDGHRBQD@SHUHSXHM
has volunteered at the local library, community, and enjoying the natural producing motion picture media and knowledge
the TCPL, for the past two years and wonders of the Ithaca area. of the industry to build a successful career as
now serves as their Foundation’s a director or commercials, music videos, and
development intern. Jenna loves to start her days with Tazo ED@STQDƥKLR
Black Awake Tea
Erin delights in the beauty of everyday and her dream is to hike among the Nate’s dream escape is into the snowy Sierras
life, the warmth of the radiant sun, and giant redwoods in Northern California. around Lake Tahoe in California. Snow, inspiring
SGDINXNEKHUHMF 2GDKNUDRSNCQHMJ9DM  terrain, and culture draw Nate to his favorite
read a good comic book in her backyard, location to snowboard in the United States.
After a long day of riding the best snow in the
and watch the wildlife play.
West, nothing sounds better than a hot mug of
Darjeeling tea to unwind.

30
meet  zach meet  sarah meet  tracy
9@BG@QX,HKKNMHR@RDBNMCXD@Q3DKDUHRHNM Sarah Parker is a sophomore Integrated 3Q@BX1HU@RHR@ITMHNQ+DF@K2STCHDRL@INQVHSG@LHMNQ
1@CHNL@INQ@SSGD1NX' /@QJ2BGNNK Marketing Communications major with in Integrated Marketing and Communications from Long
of Communications at Ithaca College a minor in Politics. She lives on the Island, New York. She is a member of the IC Women’s
with a minor in Integrated Marketing -NQSG%NQJNE+NMF(RK@MC -DV8NQJ 'DQ Lacrosse Team and a member of the Student Athletic
"NLLTMHB@SHNMR '@HKHMFEQNL$@RS Advisory Committee. Tracy partakes in the Ithaca College
favorite activities include sailing and
Meadow, NY on Long Island, he does not ,NBJ3QH@K3D@L@MCVNQJRVHSG@KDF@KƥQL@SGNLDNM
coloring.
take too kindly to the winters of upstate AQD@JREQNLRBGNNK 3Q@BXG@RADDM@O@QSNE'@AHS@SENQ
New York. In his spare time he likes to take 'TL@MHSXATHKCRVGDQDRSTCDMSRGDKOATHKCGNLDRENQ
long walks on the beach, go rock climbing, My dream is to be on a warm, sandy local families and families across the country. Tracy is an
and read a good book. beach watching the ocean waves crash avid member of Korean style yoga her local community
while drinking my favorite Tazo Tea @SGNLD@RVDKK@R!HJQ@LXNF@ RGDƥMCRSD@SNNAS@HM
'HRCQD@LHRSNLNUDSN-DV8NQJ"HSX Ʀ@UNQ "@KL the perfect balance of health and serenity that gets her
and work for Saturday Night Live on NBC through each day with enthusiasm and wonder.
4MHUDQR@K@S1NBJDEDKKDQ/K@Y@@MCCQHMJ
1DEQDRGNMGHRBNƤDDAQD@J 3Q@BXDMINXRCQHMJHMFSGD3@YNƦ@UNQ Ŗ/@RRHNMŗ @MCCQD@LR
of traveling to an array of places, experiencing all the
CHƤDQDMSBTKSTQDRSG@SL@JDSGHRVNQKCRNAD@TSHETK@MC
unique.

31
creative  brief

32