the challenge

For the regular tea drinker, Traditional Medicinals is a highly revered brand beloved for its commitment to the ancient traditions of herbalism. However, to truly grow, the brand needed to invite the tea curious to tea time too.

the answer

Demystify the Traditional Medicinals experience, making herbalism more approachable by quickly explaining how specific teas could benefit specific parts of our audiences’ days through the “A Dose of Tradition” campaign.

Digital Video

A series of videos highlighted a routine part of our audience’s day, like winding down at bedtime. A layer of animated illustrations represented the voice of the herbalist, annotating the medicinal benefits of plants featured within a given SKU of tea.

Media + Influencer Kits

To steep more folks in the vast knowledge of Traditional Medicinal’s herbalists and the brand’s wide range of teas, we created media kits to help amplify our efforts. Recipients received a collection of five popular teas with the invitation to choose three teas to try for three weeks based on their specific daily routines.

Digital Experience

Digital video, social and display delivered the tea curious to a campaign landing page, giving them an easy entry point into the brand.

National Print

From O, The Oprah Magazine toYoga Journal, we created routine-inspired print ads based on the lifestyle of the magazine reader, highlighting the teas that just might complement their stay-well and get-well rituals.

OOH Takeover

During winter’s biting temps, we took over Yonge Dundas Square — Toronto’s “Times Square” — with day-parted messaging. In the morning, we greeted commuters with “A dose of restorative day” messaging featuring a steaming cup of Roasted Dandelion Root tea. As the work-weary headed home for the day, we wished them “A dose of restful sleep” featuring a freshly brewed mug of Nighty Night tea. The buy also included nearly a hundred creative elements throughout the nearby train station.

Team

My role: Creative Director + Writer

Design & Art Direction: Zach Keenan

Writer: Mary Lou Hidalgo