Reinventing the most boring category in beverage with a little creative license. 

Tazo wanted to define their identity within the tea category and set themselves apart from the rather tame pack. Originally founded by an unconventional teamaker, and focusing on unusual flavor combinations, we saw an opportunity to pivot their authentic heritage into a new brand that young, non-boring people could identify with. 

The Brew the Unexpected campaign takes the traditional tropes of tea advertising (boring, dry, zen) and turns them on their head, creating a surreal and slightly wild world that blends visual worlds in the same way that Tazo teas blend flavors. The campaign included video, social content, box and tea tag copy, and even experiential summer camps hosted by Alyssa Edwards and The RZA (created in partnership with Edelman) - but more importantly, it got people to stop referring to Tazo as “Starbucks Tea”.