Tea company goes for unusual new campaign

Traditionally, tea (and tea advertising) is generally predictable – zen, relaxing, calming. Yet when Portland, Oregon-based Stash Tea came to LA-based brand transformation and advertising agency Phenomenon, they explicitly wanted to turn a conventional tea campaign on its head and go crazy.

The campaign (running Oct 1- March 17, 2020) introduces tea drinkers to Stash’s fitting new tagline “A little bag of crazy,” as well as a host of adorable (and somewhat unhinged) fruity characters: a pop group made of Asian Pears, a blind pomegranate and a ponytailed lemon, to name just a few.

Comprised of over 20 individual videos and multiple gifs and other social assets, every element of the campaign’s production and post-production was done in-house by Phenomenon as part of their full service “soup to nuts” creative and production offering.

Phenomenon’s chief creative officer, Linda Knight said: “This campaign is what happens when you combine a brave client determined to make category-breaking work, and a passionate creative team determined to put googly eyes on fruit. As something that we created and produced entirely in-house, part of Phenomenon’s full-service offering, it’s a campaign that is very close to our (googly-eyed) hearts.”

Watch the full ad here.

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