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Timing - Fall 2005 - Spring 2005
Objective
To introduce Celestial Seasonings Flavored Herbal Tea to the active community
through sampling and consumer interaction.
Solutions
Gen-A Media & marketing created the Safari of Flavor tour that traveled to active sports
events across the country. Through Gen-A publications, consumers were invited to visit the Safari of Flavor
hospitality center at event to enjoy FREE sampling of the tea. This hospitality tent provided Celestial
Seasonings brand ambassadors an opportunity to interact with the consumer in sharing the experience of
"drinking tea" as part of the healthy lifestyle. Consumers also received coupons for redemption at retailers
As an additional touch point, a website was created to help Celestial develop and marketing to their consumer base.
Sweepstakes were conducted on the site, included a "word of the week" email, which prompted participants to enter
a keyword on the website to increase their chances of winning prizes.
Results
Polled consumers regarded the Safari-of-Flavor program very positively with a significant influence on
future purchase considerations. Reach of the program was in the millions for this regional pilot. The
client viewed the program as a strong contributor to a significant increase in retail grocery sales in
the all-important southern California market.
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