Celestial Seasonings Is Schoenberg’s Cup Of Tea

Celestial Seasonings wants to spice up its tea sales, so it is undertaking the most extensive rebranding in its 37-year history. The Boulder, Colo.-based company, which produces more than 90 varieties of natural teas, is unveiling new packaging, a new logo and new products, including an organic premium line, Saphara (MSRP: $7.99).
Celestial also is entering the coffee category with an organic line to launch in October called Morning Thunder.
The rebranding of tea will be supported by an integrated marketing program. Print, the first for the company from TDA Advertising & Design, Boulder, Colo., will break in October magazines such as Real Simple, Food & Wine, Health and Prevention. Support includes Internet, POP and a tie-in with fitness chain Curves, Waco, Texas.
TDA cd Jonathan Schoenberg said, “This is a brand I’ve wanted to work on since I came to Colorado from New York. There is so much potential.”
[via Brandweek and Adweek]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.