This is our advertising campaign for Tazo Tea. As a group of five people we created an ad campaign by developing the tagline "We've got your blend". As well as creating a situation analysis, competitor analysis, and developing a target market.

1. We’ve got your blend.
An Advertising Campaign presented by:
30 and Windy inc.
Molly Astrove - James Atherlay - Deanna Nanni
Kelsey Rebhan - Alex Wynne

2. Introduction
-Executive Summary & Agency Itentity...3
Situation Analysis
-Historical Context...4
-Environmental Analysis...5
-Competitor Analysis...6
-SWOT Analysis...7
Objectives...8
Research
-Objectives & Secondary Research...9
-Primary Research & Brand Value Proposition...10
-Target Market...11
Target Market Profiles...12
Campaign Strategy...13
Creative Strategy...14 - 19
Media Strategy...20 - 24
Brand Activation...25
Evaluation...26
Appendix
-Creative Brief...27
-Team Biographies...28-32
-End Notes...33
Table of Contents
2

3. This advertising campaign seeks to engage every tea drinker with the Tazo brand. In order to understand
what our primary target audience of women ages 18-34 looks for in their tea brand of choice, we con-
ducted both primary and secondary research. This research lead us to our key insight--our target audi-
ence prefers customized products that are made just for them, and benefit their specific lifestyle. For our
creative strategy, we propose to our audience, “we’ve got your blend.” We see each and every tea drinker
as an individual, with their own needs, obstacles, and triumphs. That is why in this campaign we appeal
to each and every specific woman in our target audience. We understand that there is a blend out there
to help every woman through her unique daily struggles. Whether she can’t sleep, needs caffeine after
pulling an all-nighter, or just needs to relax, Tazo had a blend to solve her problems. Tazo is there to help
them through the long day. Tazo is the friend these women rely on to consistently be there when they
need it. Tazo has more than just your back, we’ve got your blend.
At 30 and Windy inc., we pride ourselves on our
enthusiasm, persistence, and versatility. What-
ever industry you operate in, we will cater to
your needs. We will boost your brand identity
and bring it to life. 30 and Windy ensures that
each and every client we work with gets results.
We do this in our signature 3 step process. (left)
Agency Identity
Executive Summary
3

4. Historical Context
Steven Smith
founded
Stash Tea
1972
1994
Smith left
Stash Tea to
start Tazo Tea
2002
Tazo partnered with Mercy
Corps to create a corporate
social program called the
Community Health and Ad-
vancement Iniative (CHAI)
Smith sold Tazo
to Starbucks for
$8.1 million
1999
Smith retired from
the tea industry
2006
2010
Tazo introduced
10 new full-leaf tea
blends
Starbucks opened up
the first Tazo tea shop
in Seattle, Washington
2012
2013
Tazo’s tea shop
closed and con-
verted into a
Teavana store
4

5. Competitive forces: Tazo is one of many tea companies in the US.
Some of its competitors include Lipton, Yogi, Twinings, and Teava-
na. Everyone has their own preference as to which brand they prefer,
and what benefits they hope to gain from their brand choice.
Economic Forces: There is an increasing demand for premium products in the food industry, including
tea. Tazo provides high-quality tea that consumers can rely on when searching for a premium product.
However, loose leaf tea of this quality can be expensive. Tazo is priced considerably higher than it’s com-
petitors who provide consumers with a less-premium product, such as Lipton. There is an increasing de-
mand in the market for food and products that better individuals’ physical and mental health. Tea offers
such health benefits, suggesting an increase in the demand for tea.
Technological Forces: Today, people have adopted an “on-the-go” way of life. Tea and coffee are no lon-
ger enjoyed in a relaxing environment, but they are taken on the go, so people can enjoy the calming ef-
fects of a warm beverage during their stressful everyday lives. With new technology, such as the Keurig
single cup brewer, people can enjoy hot beverages at the press of a button, making tea even more quick,
easy, and accessable. Tazo has many varieties of tea offered in k-cup form. Many of Tazo’s competitors
(like Lipton) sell their tea in k-cups as well. Keurigs allow tea drinkers to enjoy their beverages while on a
tight schedule.
Socio-Cultural Forces: We are becoming an increasingly health conscious population. With
America’s growing tea culture, people are more open to testing the health benefits of different tea
blends. Tazo challenges the boundaries of what tea can be by creating new and innovative com-
binations of teas, herbs, and spices, each with their own distinct health benefits for people to try.
Individuals around the world are trying to be more sustainable. With the growing trend of becom-
ming a “green” environment, Tazo advocates for clean air and healthy communities. They have
made a commitment to using renewable energy sources in their tea production, such as wind-
mills. Also, because Tazo is readily available in tea and coffee shops all around the country, they
appeal to the increasing number of Americans who embrace an on-the-go lifestyle.
Environmental Analysis
5

6. Each tea targets a specific health ben-
efit
Company Strengths Weaknesses
Yogi
In order for Tazo tea to have the best brand image it can, our
team must look at the strengths and weaknesses of competi-
tor brands.
• Each tea has a distinct health benefit
• Recognized as an all-natural, organic tea
brand
• Commited to Sustainability
• Certified USDA Organic and nonGMO
• Inspirational quote on each tea bag
• Controversy from “detox” tea sideffects
• 2010 Scandal with supposed forged
documents
• Mostly sold in health food stores--not
accessable to mainstream market
• Expensive
Lipton • High brand awareness
• Over 100 years of experience
• Strong Media Presence
• Well-known Kermit the Frog as brand
character
• Little variety in labeling and packaging
• Little variety in types of tea
• Non-premium quality
• Offers standard, “no-frills” tea
Twinings • Strong global presence
• Wide variety of teas
• 306 years of experience
• Welcoming to new users--straight forward
flavors with brewing instructions
• Gift boxes available for sale
• Minimal advertising in the US (it is a
UK based company)
Teavana • Owned by Starbucks--available for pur-
chase in Starbucks shops
• High quality
• Many unique flavors
• Many Teavana stores--located in densely
populated areas
• Free samples in stores
• Very expensive
• Unapproachable for inexperienced tea
drinkers--many complex varieties
Competitor Analysis
6

7. Strengths:
• Owned by Starbucks--available for purchase in Star-
bucks stores in over 50 countries and other privately
owned stores that sell Starbucks coffee
• More than 80 unique, premium teas
• Devoted to CSR--support countries that grow and har-
vest their tea
• Member of Ethical Tea Partnership
• Committed to clean, renewable energy sources
• Blend their own tea
• Tazo Tea comes in many forms: filter bags, iced teas in
bottles, tea lattes, full leaf tea kits, and k-cups
• Identifiable package design
• Informative website
Weaknesses:
• More expensive than some competitors
• Weak media presence
• Starbucks focuses more on advertising and market-
ing coffee products rather than tea products
• The many varieties of tea Tazo offers can be intimi-
dating to first-time tea drinkers
Opportunities:
• Increasing demand for health remedies
• Tazo’s target market is more health conscious than ever
• Increasing popularity of tea stores
• Booming tea culture in the US among younger end of
Tazo’s target market
• Increasing consumer demand for premium tea prod-
ucts
• Society is increasingly sustainably conscious, and cares
about where their products come from and how they
are made
• Increasing sales of Keurig brewers
Threats:
• When looking for a caffeine source, consumers turn
to coffee as their first choice
• Tea leaves are generally more expensive than coffee
beans
• Premium teas are a fast growing tea segment in gro-
cery and natural food stores, which adds competitors
to the market
SWOT Analysis
7

8. Marketing: 30 and Windy’s marketing objective for this cam-
paign is to increase sales of Tazo by 7% by the end of our campaign.
Advertising: Our advertising objectives are to achieve 70%
comprehension of Tazo’s message and increase conviction by 60%.
We aim to have an effective reach of 70, and an effective frequency
of 4.
Time Frame: This campaign will run for one year, starting in
September, 2015 and continuing through August 2016.
Budgeting: The budget for this campaign is
$12,000,000. We will use magazine, Internet, billboard,
and transit advertising to implement an effective cam-
paign. This campaign will produce tangible results,
while maintaining the spirit of the Tazo brand. There
will be a period of heavier advertising starting in Sep-
tember, increasing through the fall and winter months,
and decreasing starting in March.
Objectives
8

9. • Investigate characteristics consumers in our target market look for when buying tea and why.
• Determine how often our target market drinks tea and how familiar they are with the Tazo brand.
• Understand Tazo’s position against top competitors.
Through online research of Tazo’s brand image, their po-
sition in the market, and their product benefits, we gained
valuable information about existing characteristics of the
Tazo brand. We will promote these characteristics in our
advertising messages to gain our target audience’s interest.
Through learning about the unique health benefits of each
of Tazo’s signature tea blends, we can better target the wom-
en who seek these specific benefits. From researching the
habits of American tea drinkers, we gained valuable knowl-
edge about what benefits our target market hopes to gain
from their tea drinking experience. This research allowed
us to pinpoint what benefits the Tazo brand possesses that
our target market looks for when selecting tea. We have em-
phasized these benefits in our campaign in order to bring
them to our target market’s attention. This will increase our
target’s conviction to buy Tazo tea.
Research Objectives
Secondary Research
9

10. • Functional Benefits: Tazo offers superior flavor, quality, and variety with its teas. Each blend of Tazo is
unique and has its own health and wellness benefits. Tazo tea comes in many forms--loose leaf, filter bags,
k-cups, etc., allowing consumers to brew their favorite blend the way they like.
• Emotional Benefits: The defining quality of Tazo tea is the drinking experience. Consumers drink their fa-
vorite blend of Tazo to fill the void of what they need--whether they can’t sleep, lack energy, or need to take a
relaxing tea break. Tazo has a custom made product to fulfill every woman’s emotional needs and desires.
• Self-Expressive Benefits: Drinking Tazo tea projects a sophisticated and put-together image. Tazo tea drink-
ers care about their wellness, and are constantly trying to better themselves. They are proud to sip tea with the
Tazo logo because they know, and everyone around them knows the benefits they are gaining from every sip.
Every customer is looking for something different. Tazo drinkers are able to customize their blend to what
they need, making them feel superior to the average tea drinker who settles for a generic tea.
To conduct primary research, we sent out a questionnaire to women in our target market. Out of 93 responses,
80% of these women were between the ages of 18 and 24, 14% were between the ages of 25 and 34, and 6% were
35 or older. Therefore, the majority of women who completed the questionnaire are in our primary target market.
Only 4% of respondents do not drink tea at all, 8% drink tea only once a month, and 16% drink tea once a week.
The highest portion of respondents, 24%, drink tea 3-7 times a week, and the remaining 16% drink tea multiple
times in a day.
Our target market is evenly split when it comes to brand preference--51% have a go-to tea brand, and 49% do
not. 79% of respondents have drank Tazo tea before. In comparison to Tazo’s competitors, Tazo came second to
Lipton, and beat Teavana, Yogi, and Twinnings in popularity in this questionnaire. The majority of respondents
drink tea for a variety of reasons and at a variety of occasions.
The most popular reasons being “to relax” and because they “like the taste.” Lastly, 74% of respondents said
variety in tea flavor was either “somewhat important” or “very important” when selecting a tea brand.
Primary Research
Brand Value Proposition
10

11. The primary target market for Tazo Tea is 18 to 34 year old women with a secondary target of
35 to 49 year old women. These women are young and understanding of new technology, and
are always reading about the latest styles and trends on the internet and in magazines. These
women are hard working and intelligent; they value their well being. They live healthy, bal-
anced lifestyles. They view tea as a beverage in their lives that not only tastes great, but pro-
vides them with health benefits, such as weight loss from green tea, cardiovascular health from
black tea, and immune system support from white tea. These women see Tazo as a tea compa-
ny that has a wide variety of high quality blends for any occasion they are looking for. Whether
they want Zen to relax and focus while studying for an exam, a sweet blend for that late night
sweet tooth without the guilt, or Savory to sip while reading a book by the fireplace; Tazo Tea
has a blend for any hard working woman’s tea needs.
Target Market
Primary Market: 18-34 year old females
Secondary Market: 35-49 year old females
11

12. Target Market
Carrie is a 26 year old yoga in-
structor in Ithaca, NY. A recent
increase in customers has resulted
in her being busy every hour of
the work day. Because of the stress,
Carrie can’t get into her namaste
mindset while teaching. Carrie’s
friend recommends the Zen blend
of Tazo. The calming lemon ver-
bena and lively spearmint helps
Carrie relax her chakras and find
her inner peace so she can do sun
salutations with confidence.
Olivia is a 19 year old college stu-
dent at Syracuse University. Along
with her classes Olivia has group
projects that require presentations.
Olivia’s fear of presenting gave her
anxiety causing Olivia to stumble
over her words. This is no longer
a problem since Olivia found her
blend of organic Earl Grey Noir tea
from Tazo. This tea awakens her
senses with the bold and savory
blend of black tea and bergamot
helping her be bold in defining mo-
ments.
Martha is a 46 year old lawyer
in New York City. With the
busy streets and hectic work-
place, she often finds herself
stressed from the ongoing cha-
os. After work she struggles to
fall asleep from all of the stress
during her day. Martha found
her blend with Tazo Tea’s Calm
Chamomile. The chamomile
and hibiscus flowers help lull
Martha to sleep so she can seize
another day in the big apple.
12

13. Campaign Strategy
The Challenge: Many women ages 18 to 34 are on the go. When they drink warm beverages,
they see their options as either coffee or tea. In our research, we found that many women reach
for coffee over tea because they believe they need the added caffeine to get them through their
busy schedule. Many women do not see the benefits and versatility of tea, specifically Tazo, and
how it can effectively help them fix a multitude of every day problems they thought they’d never
solve.
The Key Insight: Women in our target market shop for products that have a specific health
benefit. They have an emotional tie to the products they know and trust to work. Tazo offers a
wide variety of teas; each tea has its own benefits that caters to everyday problems women face
in their busy lives that they have learned to live with, because they’ve never had a solution.
The Brand Promise: Every woman lives with a
problem they’ve always wanted to solve. Whether
they’re stressed, too jittery, or need an extra burst of
energy, Tazo has a blend for every person’s needs.
Tazo will help sooth these problems our customers-
grapple with every day. Every Tazo consumer is dif-
ferent. Each signature Tazo blend caters to a different
woman in our target market. These women will see
Tazo as a brand they can consistently rely on to help
them through life’s persistent and spontaneous obsta-
cles.
13

14. The Big Idea
We’ve got your blend.
14

15. Creative Strategy
Each of our advertisements will cater to a different woman in our target market. We will do this by pin-
pointing specific problems these women face, such as not being able to sleep, or being stressed out about
an upcoming exam or performance. This will highlight the versatility of the Tazo brand. Women will re-
late to the situations portrayed in our ads, and will realize that there is a blend of Tazo out there for them
that will help them with an everyday problem they struggle with. In the past, Tazo ads focused on the
product, rather than the person buying the product. By concentrating on the consumer, our advertise-
ments show how the product integrates seamlessly into every woman’s life.
Art Direction Copywriting
The main focus of our advertisements is the con-
sumer. We show them in a stressful situation that
Tazo can help them through. Instead of only focus-
ing on the product, we focus on the consumer so
they can relate to the advertisement and effectively
identify their need for Tazo. We also incorporate
product packaging elements into our advertise-
ments by using the same color scheme on the pack-
aging in our design. Our ads present a problem and
solution strategy, where a specific blend of Tazo is
the solution to our consumer’s problems. In each
of our ads, we show how a specific Tazo blend in-
tegrates into the consumer’s lifestyle to fix a prob-
lem. We focus on the specific blend by showing that
blend’s unique packaging in the advertisement.
The copy in our ads will be simple and readable.
Featuring the phrase, “we’ve got your blend” will
enhance continuity and synergy throughout all
of our advertisements. The copy that will change
from ad to ad will pinpoint specific issues that Tazo
promises to solve. We will ask women questions,
such as “can’t sleep?” or “pulling an all-nighter?”
By asking these questions, women in our target
audience will become aware of these problems that
they have had to learn to live with. By discovering
Tazo, our target audience will realize that we can
lighten their load. In our copy, Tazo promises to
each and every woman that we have a blend for
them. It is made personally for them, to suppress
their distinct and varying worries.
15

16. Execution: Print
16

17. Execution: Internet
Ad #1: What’s your blend?
:30 seconds
Voiceover: Are you the hard
worker who strives for that
promotion every day?
Are you the mother who gives
all she can to make sure her
family is happy?
Are you the student studying
for a challenging exam?
Or are you the one who can
save their lives in the ER?
For any profession you may
have, we have your blend.
Tazo. We’ve got your blend.
Ad #2: Coach is crazy!
:30 seconds
Coach: (loudly) All you sissy play-
ers line up! I am NOT going to go
through another embarrassing loss
like that one yesterday. You pathet-
ic excuses for players are going to
run until your legs fall off!
(hear gulp, indicating the coach
drank something, followed by
pause)
Coach: On second thought, let’s
start out with dribbling huh?
Player #1: What was that that
Coach drank?
Player #2: That was her blend of
Tazo Tea. She drinks it to be less…
Insane.
Tazo. We’ve got your blend.
Ad #3: Workout
:30 seconds
Narrator: Hold on just one second.
(panting in the back ground)
Narrator: Do you hear that? She is
working as hard as she can to stay
in shape for her physically, emo-
tionally, mentally demanding jobs.
Do you know what she drinks?
No, not energy drinks, not protein
shakes, not soda, not any of that
stuff. She drinks Tazo tea. All nat-
ural ingredients that have revolu-
tionized what tea is supposed to be.
That is her blend.
(panting continues)
Tazo. We’ve got your blend.
17

18. Shot #1
Shot #2
Description: In a dorm room: see girl 1
looking into backpack looking confused and
upset. Girl 2 in corner working at desk.
Description: In a dorm room: see girl
1 continuing to looki into her backpack
looking confused and upset. Girl 2 re-
mains at her desk working.
Shot #3
Description: Girl 1 starts throwing
around papers and books.
Shot #4
Description: Girl 1 holding papers and
empty backpack, looking like she’s saying
“Have you seen my paper? I’ve got to get
to class!”
Shot #5
Description: Girl 2 looking smug holding
paper and mug with Tazo tab sticking out
saying “I’ve got your blend.”
Shot #6
Description: Close up of tea (showing
Tazo logo) and paper being handed over.
Shot #7
Description: Girl 1 has looks of re-
lief, holding her paper & Tazo tea.
Execution: Internet Video
(YouTube)
18

19. Execution: Billboard
Creative Testing Results:
In order to test the effective-
ness of our executions, we
showed them to females in
our target market. With their
feedback, we were able to
pinpoint the specific scenari-
os these individuals encoun-
ter every day that cause them
stress. We portrayed these sit-
uations in our advertisements
to relate to our target audi-
ence most effectively.
19

20. Length & Size:
• YouTube commercial: 30 seconds
• Pandora radio commercials: 30 seconds
• Magazine print ads: Full page with Bleed
Print ads 8.5” x 11”
• Billboard: 14’ x 48’
• Transit: 36” x 24”
Reach & Frequency
• Effective Reach: 70%
• Effective Frequency: 4
By using billboard, transit, magazine, and In-
ternet advertisements, we will reach our busy
target market when they are on the go, as well
as when they are at home. This will support
message retention.
Continuity:
Loose leaf tea sales are highest during the fall
and winter. That is why we have decided to
have a pulsing campaign. Internet ads on You-
Tube and Pandora will air year-long. On top
of this, there will be a period of heavy adver-
tising from September 2015 through March
2016, during which our magazine, billboard,
and transit ads will appear.
Target Audience: In order to reach our target au-
dience of women ages 18 to 34, we will utilize four
types of media: magazines, billboards, transit, and
Internet. These are the most effective vehicles for
reaching Tazo’s target market. This will generate an
effective reach and frequency that support message
understanding and retention.
Geographic Scope: This campaign will feature a
mix of both regional and national advertisements.
Our print and Internet ads will all be national.
However, our billboard and transit ads will be
placed regionally in major cities across the country.
Message Weight: Our target audience is always
busy and on-the-go, traveling from city to city.
Whether they are going to work or school, doing
errands, or traveling to a business meeting, audi-
ences in major cities will see Tazo’s billboard and
transit advertisements. While theses advertise-
ments are concentrated in major cities, Interent
users from all across the nation will be exposed to
Tazo’s advertisements on YouTube and Pandora.
Media Objectives Media Strategies
20

21. Better Homes and
Gardens
Circulation 7,639,661
Better Homes and Gar-
dens appeals primarily to
our secondary audience of
women ages 35 to 49. This
magazine targets women
and offers recipes and other
DIY projects We hope these
women will select Tazo as
their tea brand of choice
when working on their DIY
projects.
looking for new things to try. She keeps up with the latest trends
by reading magazines and staying informed. Magazines are the
perfect platform to reach her with, because they are specialized to a specific reader’s interests. We have
chosen four magazines to advertise in that attract a variety of women in our primary and secondary
markets.
Media Choices
Magazine: Tazo’s target consumer is young, and always
People
Circulation 3,510,533
People magazine con-
tains current and en-
tertaining coverage of
people and events in our
culture. People readers
are busy, intellectual,
and curious about what
is going on, making it
the perfect platform for
Tazo ads.
Women’s Health
Circulation 1,537,140
Women’s Health is a
lifestyle magazine that
addresses health and
wellness from a holis-
tic approach. As Tazo
has many health bene-
fits, readers of Women’s
Health will be interested
in how they can improve
their health and wellbe-
ing by choosing Tazo.
Glamour
Circulation 2,318,521
Glamour is a magazine
that focuses on news
coverage of health, beau-
ty, fashion, and advise
for everyday problems.
These women are inter-
ested in the health bene-
fits of Tazo, as well as the
self-expressive benefits
that fashionable, premier
products possesses.
21

22. Youtube is a great vehicle to reach potential cus-
tomers on, because people love to eat and drink
while watching their favorite videos. When they
see a Tazo ad on Youtube, they will wish they
were sipping a nice, warm tea while they watch
their favorite Youtube clips.
According to SRDS, 45% of Pandora users are 18
to 34 years old and 17% of users are 35 to 44 years
old, making it a great vehicle to reach Tazo’s target
markets. Listeners will tune into our advertisements
while they’re on the go, working out, or relaxing at
home. Wherever they are, they will realize that Tazo
is a must-have product for every situation.
Internet Video &
Internet Radio
Women ages 18 to 34 have grown up in the digital
age and are reliant on the Internet. They love dis-
covering new videos and new music in their free
time, which is why these sites are perfect for Tazo
advertisements.
22

23. Billboard & Transit
Our target market is always traveling from place to place. Whether they are driving on the highway,
or traveling in public transit systems, they encounter billboard and transit advertisements on their
journey.
Billboard Cities Transit Cities
New York, Los Angeles, and Chicago are
densely populated areas, making them
great locations for billboards. Tazo bill-
board ads will reach a large and diverse
group of people in these locations.
DC’s Metro, NY’s MTA, and Boston’s MBTA
average at 500,000 riders a week. Therefore,
adding Tazo ads in these places of transit will
effectively increase awareness of Tazo Tea.
23

24. Media Flowchart
24

25. Brand Activation
Decorated Tea Tins
Objective: Enhance sustainability and reduce Tazo’s carbon footprint by dis-
tributing tea in tin containers that are both reusable and collectable. These are
in place of cardboard boxes that produce waste.
Strategy: Tea tins will be used to package Tazo tea. The collectable tins will
come in a wide range of colors and patterns that customers will be able to
choose from when purchasing their tea. This gives the customers an incentive
to buy more Tazo because they can bring back their tin to a local Starbucks that
carries Tazo and refill it or they can buy a new tin to add to their collection.
Also, Tazo will have a customization page on their website where customers
can design their own unique tins to order. Just as Tazo drinkers choose their
own blend, they can choose their favorite tin patterns.
#myblend
Objective: Get consumers excited about their favorite blends and the benefits they offer. This will in-
crease popularity and awareness of each blend.
Strategy: By using the hashtag #myblend on Twitter, Facebook, and Instagram, Tazo drinkers will be able
to post their thoughts on specific blends. This hashtag allows users to claim their blend as their own and
take pride in it, while also sharing its benefits with others.
25

26. Evaluation
Our goals for this advertising campaign are to increase comprehension by 70%, conviction by 60%, and
sales by 7%. The information presented below shows how we predict comprehension, conviction, and
sales will increase throughout the duration of our year-long plan. These predictions are based on our
pulsing media schedule.
26

27. The Creative Brief
Background on Company
Tazo was founded in 1994 by tea-enthusiast Steven Smith. The company was sold to Starbucks in 1999. The Tazo
brand features unique flavor combinations, distinct health benefits, and recognizable packaging.
Goals
With this campaign, we strive to increase sales by 7%, comprehension by 70%, and conviction by 60%.
Target Market
Busy, hard-working, health-conscious women ages 18 to 34.
Advertising Problem
Comsumers are not aware of the wide variety of blends Tazo offers that other brands do not. They are also unaware
of the unique health benefits that are associated with each of these blends. These women don’t see tea as a solution
to their everyday problems.
Advertising Objectives
The effective reach of this campaign is 70, with an effective frequency of four. This means that we will reach 70%
of the target market. In order for them to fully comprehend our message, each one of these consumers will see our
advertisements four times.
Competition
Yogi, Lipton, Twinings, Teavana.
Underlying Emotional Need
Individuals in our target market lead busy lifestyles and are faced with obstacles and challenges every day. These
consumers drink their favorite blends of Tazo to help them through life’s daily struggles. We regocnize that every
consumer is different, and is in need of a different health benefit. Whatever problems these individuals hope to
alleviate, Tazo has a custom made blend to fulfill their needs.
Brand Personality
Tazo values each and every tea drinker as an individual, with their own needs, obstacles, and triumphs. Because
each blend of Tazo is so diverse, the brand has the unique ability to appeal to every specific woman in the target au-
dience. Tazo understands that there is a blend out there to help each woman through her daily struggles, and Tazo
stays right beside them to help them through the long day. Tazo is the friend these women rely on to consistently
be there when they need it.
27

28. Meet The Team
Molly Astrove is a sophomore
Integrated Marketing Commu-
nications major and Economics
minor from Wellesley, MA. She is
a Resident Assistant and a Lead-
ership Scholar. Molly also works
for a startup company called Cam-
pus Pursuit, which markets local
Ithaca businesses on campus. She
is also a choreographer for IC Tap
Club. In her free time she enjoys
dancing, singing, running, and
making vegan treats. She hopes to
someday live in a big city and have
her own business. When it comes
to her blend, Molly chooses Tazo
Passion tea.
28

29. Meet The Team
James Atherlay is a Senior Sport
Media major with an interest in
broadcasting. He is a native of De-
posit, New York, a volunteer at
Ithaca College’s radio departments,
including sports broadcast produc-
tion and announcing, and DJing for
www.vicradio.org. In his free time,
he enjoys playing football, basket-
ball, baseball, and driving. One day,
he hopes to be the voice of a Major
League Baseball team. James’s favor-
ite Tazo tea is Chai Vanilla Caramel.
29

30. Meet The Team
Deanna Nanni is a sophomore at
Ithaca College studying Integrated
Marketing Communications with a
minor in Communication Manage-
ment Design. She is from Walling-
ford, Pennsylvania. After graduation
she hopes to work for an advertising
agency in either Philly, LA, or NYC.
In her free time she enjoys playing
tennis, doing Zumba, and taking
photos. She loves going to the beach
with her family and friends and end-
ing a nice summer day with a beau-
tiful sunset. When she is not on the
go she enjoys sitting down in her bed
and drinking her favorite Tazo tea--
Chai Chocolate.
30

31. Meet The Team Kelsey Rebhan is a sophomore Inte-
grated Marketing Communications
major from Ludlow, Vermont. She
hopes to pursue a career in Public Re-
lations or Advertising in a big city. She
enjoys making art like drawing, paint-
ing, sculpture and photography, living
a healthy lifestyle and spending time
with family and friends. Her favorite
Tazo tea blend is Awake English Break-
fast.
31

32. Meet The Team
Alex Wynne is a sophomore In-
tegrated Marketing Communi-
cations major from Utica, New
York. After graduating from
Ithaca College, she plans to pur-
sue a career in advertising. In
her spare time she enjoys giving
tours around the Roy H Park
School as a Dean’s Host and
writing comedy skits for Ithaca
College’s sketch group. Her fa-
vorite Tazo tea blend is Organic
Peach Cobbler.
32

33. APTA reports record ridership on U.S. public transportation in 2013. (n.d.). Retrieved No-
vember 18, 2014, from http://thesource.metro.net/2014/03/10/apta-reports-record-rider-
ship-on-u-s-public-transportation-in-2013/
Artfully Blended | Tazo Tea. (n.d.). Retrieved November 18, 2014, from http://www.tazo.com/
Lipton Tea. (n.d.). Retrieved November 18, 2014, from http://www.liptontea.com/?gclid=C-
j0KEQiA-aujBRDqj772vpGfgooBEiQAzWAZUnVO1S77L2IpoOkAca5IQxJh33ICbPRFzetRz-
blTS2waArK48P8HAQ&gclsrc=aw.ds
Steep Yourself in Teamaking. (n.d.). Retrieved November 18, 2014, from http://www.smithtea.
com/
Tea Fact Sheet. (n.d.). Retrieved November 18, 2014, from http://www.teausa.com/14655/tea-
fact-sheet
Twinings Tea USA. (n.d.). Retrieved November 18, 2014, from http://www.twiningsusa.com/
shop.aspx
Yogi. (n.d.). Retrieved November 18, 2014, from https://www.yogiproducts.com/
Teavana. (n.d.). Retrieved November 18, 2014, from http://www.teavana.com/
End Notes
33