After completing a brand redesign, Tazo launched new product lines including iced tea concentrates.
A summer campaign had the objective of generating social media conversation around the enjoyment of the iced tea flavors, leading to product purchases.
Through organic and paid content, we asked audiences a variety of questions, such as their favorite places to cool down or make a splash. In return for comments and submissions, we shared products and coupons.
The responses also inspired new creative assets - especially cinemagraphs, which were an emerging creative format at the time. They quickly became a major part of our overall creative approach for the campaign.
Content also included cross-promotion of iced tea recipes, hosted on both Tazo’s website and Pinterest.