Divergent Advertising & Campaign: Teavana. Anything Else Is Just Hot Water Kirsten Bakstran & Anya C. Gonzales
Jul 15, 2015
Divergent
Advertising
&
Campaign:
Teavana.
Anything Else Is
Just Hot Water
Kirsten Bakstran & Anya C. Gonzales
+ Brand Essence
• Sells a variety of loose leaf teas
& tea accessories.
• Offers natural remedies to
everyday stresses.
• Evokes a sense of the exotic.
+
This deck outlines a campaign created for
the brand Teavana (tea).
It gives a short description of the
intended audience and then illustrates
specific print and television campaigns.
Full creative brief is located at the end of
the deck.
+Problem/ Challenge
• Large assortment of teas make selection
confusing.
• Seen as a store for the experts, not the
curious.
+Audience
•Mothers: Between 35 - 50
•Income $45K - $75K
•Busy; Stressed;
Supermom
•Interested in unfamiliar
aspects of life.
•Never compromises on
quality.
+
+Core Message
There are people who drink any hot water beverage,
and then there are the people who seek quality tea.
At Teavana, we believe that:
Tea is not just another drink;
tea creates an experience.
+Idea Exploration
#1: Dedication #2: Me-time
+Storyboards
#1: Mountain &
#2: Waterfall
+Storyboard #1: Copy
If you close your eyes you can see it.
A lush and green mountain peaking into cool and crisp air.
Sun rays dress the majestic hills with a blushing bride's glow —
And the soothing aroma steeps through your soul.
But more important than the mountain is what you find tucked between it's folds.
It’s the tea that creates a memory.
Teavana. Anything else is just hot water.
Advertisement: Anything Else Is Just Hot Leaf Water (One)
1 Close-up shot of a ornate table set with a tea
kettle and cups. Background shot is of a majestic mountain.
2 A woman’s hands scoops tea from a tin and
pours it into the strainer. 3 The woman pours water from the teapot onto the
dry tea in the strainer
4 As she waits for the tea to steep, she arranges
a minor detail on the tea table. 5 Finally, she pours herself a cup of tea and
the camera pans to her face. 6 Teavana. Anything else is just hot leaf water.
+
When you breathe deeply, the waterfall's splendor
speaks to every sense — not just your eyes.
The refreshing splash, the invigorating rumble and the
luxurious cascade of a river
All creating a scene fit for a queen
You are inspired by its beauty —
But more important than the river is the vitality that it
gives.
To your experiences.
Teavana. Anything else is just hot water.
Storyboard #2: Copy
1 We see a waterfall scene. Laid out before her is
an assortment of different teas. We only see
her hands. 2
Overhead: She takes a scoop of each of the
different teas and puts them in a large pot
over a fire. 3
She stirs the pot and lets all teas
brew together.
4 She ladles some tea into her teacup.
5 Finally, we see her face as she takes a sip of
her tea. 6 Teavana. Anything else is just hot
water.
+
Posters
#1: Serenity &
#2: Tranquility
+
You can’t find serenity in a Styr ofoam
cup.
We select tea plant s fr om the lush mountains of Asia. Nex t we dr y the leaves to r elease del icate flavor s. Final ly we r ol l t he tea to enfold the lux ur ious ex per ience of r elax at ion within i t s cur ves. Teavana. Anything else is just hot water .
+
You can’t find tranquility in a two-
dol lar teabag.
We don ’t just seek out v ibr ant and ver dant tea
plants. We also find super ior addit ions l ike jasmine, r ose and ginger to design dist inct exper iences thr ough taste.
Teavana. Anything else is just hot water .
+ In-Store — My Own Oasis
• Kiosk
• Relaxing activities
• Twitter hashtag #MyOwnOasis
• Coupon to Teavana
+
Thank You
Questions or Comments