Teavana Animated Banners

Objective: To create a new and more effective ad to promote Teavana’s tea blends and teaware.  The online advertisements need to show people that Teavana tea and teaware are the blending of two cultures.

Background Information: Teavana started as a small teahouse in Atlanta, GA in 1997. The store specializes in blends of exotic, loose leaf teas, mixing ancient tea cultures with a modern culinary palate. Now, Teavana has over 400 half teahouse, half tea emporium all over the globe. Teavana also has a partnership with Starbucks, in which Teavana tea is served in all Starbucks location. In addition to Teavana’s impressive tea selections, they also sell tea accessories such as kettles, cups, and teapots modeled after traditional Japanese and Chinese tea ceremony pieces to enhance the tea drinking experience.

Key Facts: Tea has a long history. It is known to be used to cure ailments, slow illnesses, and a healthy source of caffeine. Teavana specializes in loose tea leaf blends.

Creative Objective: The internet advertisements must create a feeling of warmth and comfort that a cup of hot tea can bring. The overall theme of the ads must display the art of tea in the western world.

Approach and Tone: The personality of the ads must emphasize the warmth of a cup of tea brings to drinkers.

Key Consumer Insight: Tea drinkers want a range of unique tea blends depending on their moods, ailments, and tastes. Teavana provides a place for people to go for a one-stop-shop for tea and teaware. They also provide samples in-store to provide new blending ideas and introduce tea to non-tea drinkers.

Audience: Females, ages 18-70, who enjoy a holistic, healthy lifestyle.

Mandatories: The new campaign will allow the audience to see Teavana as the bringer of eastern tea art to the western world. A call to action to shop the Teavana website must be included.