Good Earth

Rebooting a niche-y West Coast brand with a small budget can mean moving out of the typical tea comfort zone into some decidedly new spaces. For this wildly flavorful tea, whose brand mantra is Tea Untamed, we proposed 'walking the walk', by sampling to Good Earth's Millennial target in some very offbeat places.  Under the call to action, "Take Your Tea to a New Place" we planned a guerrilla sampling campaign where brand ambassadors on bikes showed up at hip/chic venues such as tattoo parlors, galleries and street fairs. 

To achieve 360 activation for this experiential campaign, the 'take your tea to a new place' tagline was integrated into a UGC campaign and digital sweeps, inviting consumers to share their own untamed moments. Tagline was also integrated into POS and in-store promotion.