Under the new "Brew the Unexpected" campaign, inspired by the brand's spirit of exploration and discovery, TAZO is encouraging people to get out of their comfort zones and seek out the unexpected in new ways. So, we helped them create, Camp TAZO, an adult summer camp experience presented by TAZO Tea. The three-day event for 40 campers and select media featured a combination of meaningful and playful camp-style activities designed to help campers get out of their comfort zones. The project was hosted by drag star Alyssa Edwards and featured a talented group of artists and performers as camp counselors.

Following Alyssa’s lead, campers took part in activities like improv classes, axe throwing, dance classes, campfire sing-a-longs, and a talent show—all of which encouraged them to explore new elements of themselves – all embracing the sentiment of the brand's late founder, Steven Smith, who dedicated his life to traveling the world and uncovering and creating unique blends of tea with surprise and delight in every cup.

The Impact

  • 149 earned placements
  • 600+ earned and social impressions
  • 100% positive sentiments across all coverage
  • Sales up 20% during the campaign