DESIGNER

Kajuan Stuart

PROFILE/DESCRIPTION

Part 1 - General Information about the company: Celestial seasonings serves 1.6 billion cups of tea per year and is North America's biggest manufacturer of herbal teas. Their tea factory is located in Northeast Boulder Colorado. Celestial Seasonings teas are an invitation to taste a world of flavor in every box. From relaxing herbal teas to energizing black teas and green teas to refreshing cold brew ice teas and everything in between, there’s a Celestial blend that’s perfect for any occasion. Their mission is to improve people’s lives by providing delicious, beneficial products while maintaining commitment to customers, their values and our planet. They blend their teas using the finest herbs, teas, spices and botanicals available, and lovingly package them in engaging, thoughtful boxes that truly represent the goodness found inside. For this ad campaign, they are focusing on highlighting the fruit flavored tea choices. (Source: https://celestialseasonings.com)

Part 2 - Orange County, California has a high concentration of the “young digerati” group aged 25-44 who are wealthy and have kids. An article about target audiences for tea stated “Millennials preferred “fruity” and “herbal” [tea] at 72 percent and 64 percent respectively" so the young digerati are the target audience for this tea campaign. They also have kids so they will be more interested in tea to help them relax. 

Part 3 - 

Brand advantages: great taste, many flavor options, healthy, organic

Brand attributes: authentic, comforting, reliable

Brand experience: helpful, welcoming, open

GOALS

The posters will show a tea mug made of the fruit or which ever flavor of tea being advertised to give the message that the flavor of the tea is very strong and authentic. We want people to know that celestial seasonings tea is the best tea choice for fruity and herbal flavors after seeing these posters.