CONTEXT: TAZO TEA is unveiling reformulations of four of their best selling Tazo tea blends, part of their ‘Regenerative Tea Blend’ made from tea grown through regenerative agricultural practices. This campaign is addressed to all the premium teachers and environmentally conscious tea drinkers out there.
INSIGHT: Tea today retains all the powerful associations acquired centuries ago in China and Japan where brewing and drinking tea were elevated to almost spiritual experiences, steeped in thoughtfulness, mindfulness and contemplation. Tea is still a drink for THINKERS, and consequently Tazo Regenerative Tea with its emphasis on the planet and green practices is for the DEEPEST THINKERS amongst us.
SOLUTION: Playing on the connection between Tea and ancient spiritual practices associated with tea, specifically ‘Daoism’, the campaign creates the concept of ‘Tazoism’. Taking things a step further in a playful direction, its spokesperson is a wise, old tea elf called Tazo, who is known for his sayings, or ‘Tazoisms’.
His utterances will be seen across many platforms, always philosophical, profound and just a tiny bit tongue-in-cheek.
OUT-OF-HOME
Tea Vending Machine
In busy airports or train terminals, this dedicated TAZO tea vending machine is a little different: it has a microphone and is motion activated and will greet you when you pass by.
When you touch the screen to order a Regenerative Tea, Tazo animates on the screen, and he thanks you, uttering some familiar ‘Tazoisms’ like, ‘You are what you drink’ and his favorite ‘Wisdom in Every Cup’.
OUT-OF-HOME
Electrical Vehicle Recharging Stations
The line of recharging stations alternate between these two designs front and back. So looking from either direction, one always sees these two designs side by side.
EXPERIENTIAL:
Tazo Replenishment Tents
Green silk Tazo tents are set up at busy railway stations and airport terminals inviting the curiosity of passers by. These people witness tea being brewed by courteous, smiling attendants in flowing green monk-like robes.
With beatific smiles, these attendants invite people into these tents to sit in comfortable cushioned reclining chairs chairs where they are served a Tazo Regenerative tea blend of their choice while they are offered massages.
In the background meditations are played about the spiritual connections between tea, the spirit and Nature, while tea related time-lapse videos play on screens, showing, for example, a tea plant growing on an organic farm from which Tazo sources tea. The attendants give those who come into the tent a box of Tazo tea to walk away with as a parting gift.
TV AD STORYBOARD - ‘ELF’S GOT TALENT’
A TV AD concept where a nervous Tazo performs in an ‘America’s Got Talent’ style show. Despite initially being on the receiving end of cynicism, he surprises everyone and earns a ‘golden buzzer’ ending.
Tazo nervously comes out on stage in a huge theatre for an ‘America’s Got Talent’-like audition.
One of the talent judges harshly grills Tazo with questions clearly suggesting this act is going to be a disaster. Tazo is even more nervous, stumbling over this words.
Tazo begins his ‘act’ and pulls a sheet off a table to reveal some large tea urns.
For the conclusion of his ‘act’, Tazo drinks from a large tea urn marked ‘Tazo’ tea.
Tazo levitates spouting his favorite Tazoisms to end on ‘Wisdom in Every Cup’.
The amazed audience applauds wildly.
The previously cynical judge smashes the GOLDEN BUZZER.
GOLDEN CONFETTI falls, judges applaud, Tazo is beaming as he floats above the stage.
SOCIAL MEDIA
The intrepid Tazo, the tea elf, is traveling to all sorts of places around the world to drink tea and utter ‘Tazoisms’ about tea and good health for the planet and human beings.
Tazo is inviting people travelling to far flung and beautiful places to post vacation snaps in Nature with #WisdomInEveryCup on their post, and Tazo will repost it on his own personal account @tazosays, as well as posting it on our Tazo tea Instagram @tazo.
However, we must warn you, Tazo is in full photo-bomb mode, and he’s always got something to say.
TikTok
Tazo posts short videos on his own ‘Tazo the Elf’ account @tazosays.
During the videos he’ll give us his latest ‘Tazoism’ and talk about the wisdom of Regenerative Tea.
On his account, he also takes the chance to interact with his followers before returning at night to sleep under a tea plant.
#WisdomInEveryCup #TazoSays #TazoTheElf #SipGreen #RegenerativeTea
(His videos will also allow us a chance to witness his levitation and flying skills drinking tea as he flies past famous sites around the world.)
(A concept project - copy and art direction by Marcus Goodwin)