Promoting the power of plants to build a tribe of tea lovers

When Traditional Medicinals launched the wellness tea category 40 years ago, there was no competition.

Today there’s plenty—and with demand for herbal and plant-based products surging, the tea pioneers wanted to stake their claim on market share.

CHALLENGE

Raise the brand’s profile in a crowded field. Boost awareness. Drive trial. Reshape perceptions by elevating Traditional Medicinals as a wellness brand that educates and empowers.

THE IDEA

Plant Power for a Better You.

With Plant Power for a Better You, we present Traditional Medicinals as a wellness brand. With branded content, we tell the deeper story about the products and the brand, and we reinforce it across media—print, digital, social—and at retail.

RESULTS

Double-digit sales increase the first year.

160% total growth in the brand’s digital community.