The document is an extensive analysis of Tazo Tea's branding, marketing strategies, and competitive landscape. It includes a history of the brand, a SWOT analysis, insight into target markets, and outlines a campaign strategy to increase awareness and sales of Tazo's bottled iced teas. Key objectives of the campaign focus on promoting the brand's organic nature and appealing to health-conscious consumers, particularly women aged 18-34.

3. TABLE OF CONTENTS
History of Tazo 1
Competitor Analysis 2
SWOT Analysis 3
Environmental Analysis 5
Objectives & Budget 7
Research 8
Brand Value Proposition 9
Target Market 10
Campaign Strategy 11
Big Idea 12
Creative Overview 13
Creative Executions 14
Creative Testing 18
Media Objectives 19
Media Choices 20
Media Schedule 24
Media Budget 24
Brand Activation 25
Evaluation 28
Creative Brief 30
Meet Our Team 31
Tazo Tea is a brand of natural and organic teas, selling both
loose leaf and bottled iced teas. Owned by Starbucks, Tazo
Tea is sold in both Starbucks establishments and other retailers
across the country. The company strives to “bring you the
most intriguing tea in the world, on the strength of artful blending,
distinctive taste and use of only premium quality teas.” Millennial
Creative’s goal is to increase the awareness of Tazo Organic
Bottled Iced Tea by emphasizing the new portability of consumers
favorite brand of tea. Through our innovative creative execu-
tions and brand activation, our agency plans to connect the
brand with living life with passion, zen, and joy.
EXECUTIVE SUMMARY
Millennial Creative is a full service advertising agency that is committed to
bringing new and innovative ideas to each of our clients. With our creative
ingenuity, natural talent, and drive to succeed, our team always produces
top notch work for every project that comes our way. Our team, made
up of five brilliant and gifted creatives, is dedicated to executing different
and ingenious advertising campaigns that both our clients and our audi-
ence can get excited about.
AGENCY IDENTITY: Millennial Creative

4. Tazo’s packaging and logo were redesigned for readability. The + in Tazo
was changed to a “T”
1994
Smith retired from Tazo while still owning his 10% of the company.
HISTORY OF TAZO
Tazo Tea was founded in 1994 by Steven Smith and Stephen Lee, who created Tazo Tea after
buying a few farms to create, market, and sell his own brand of tea.
Starbucks opened the first Tazo-branded tea shop in November of 2012, but
it closed a year later after Starbucks purchased the brand Teavana.2012
1998
Smith approached the Starbucks CEO to be a potential investor in Tazo Tea, but
he wasn’t interested in Smith’s offer. Smith later sued Starbucks for copyright in-
fringement when they create Tiazzi Tea.
One year later, Starbucks bought Tazo for $9 million, with 90% of ownership
going to Starbucks and Smith retaining 10% and staying on as the company’s
senior vice president.
1999
2007
2013
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5. Arizona is a cheaper brand, selling
at only 99 cents per 24 ounces.
They have an unsweetened tea
that is sweetened with Splenda
instead of aspartame, which
appeals to the health conscious
consumer. They are very prominent
with the younger audience,
especially in the 18-24 age group.
Lipton is recognized as one of the
best hot tea brands. They have high
brand loyalty among the average
hot tea drinker, and are well known
for their tea bags. They have a
variety of iced tea brands, including
the very popular Pure Leaf bot-
tled tea. Pure Leaf on its own has a
healthy flavored option with a lot less
sugar, as well as an unsweetened
zero-calorie flavor.
Snapple has the most brand
loyalty for a bottled tea and
is the most well known in the
market. They have a diet line
that is perceived as healthy.
It is in the most locations and
retailers, so people are more
likely to purchase Snapple over
other brands.
COMPETITOR ANALYSIS
STRENGTHS
WEAKNESSES
They are associated with soda in
the public eye which has a neg-
ative connotation of being un-
healthy. They are not recognized
by tea drinkers who brew their
tea because they do not have
tea bags. Also, because of its im-
mense amount of sugar they are
very unhealthy.
Their bottled tea isn’t as well known
as their tea bags, which are very
popular. Their main market is
selling in bulk to stores and school
groups. Therefore, their target is
split between the consumers who
buy their tea bags in bulk and their
smaller market of on-the-go tea
drinkers.
Snapple does not sell tea bags, but
is still recognized as a tea brand.
Their diet line is full of unhealthy
ingredients, and their regular flavors
are full of sugar, making it another
unhealthy option. It is very similar to
soda in the eyes of the consumer
because it is sold right next to the
Pepsi and Coke brands.
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6. • Has strong brand loyalty with the people who
drink it (mainly Starbucks consumers)
• Tazo’s leaf tea flavors match their bottled ones
• The general public is moving away from soda
and likes the idea of bottled tea
• Advertised as an organic tea
• Tazo Tea is part of the Ethical Tea Partnership
STRENGTHS
• Unknown brand if you aren’t familiar with Starbucks
• Not available at many retailers
• Only available in singular bottles (packaging not suited to
buying more than one at a time)
• Tazo’s website doesn’t enough information for prospective
customers to learn more about the brand
• They do not list any nutritional information on their website
• Not sustainable because they are glass bottles
WEAKNESSES
SWOT ANALYSIS
3

7. OPPORTUNITIES
• Branch out of Starbucks (without alienating the loyal customers)
• Could make Starbucks Tazo drinks to keep the Starbucks audience
• Potential to branch out to K-cups and Starbucks Vue
• Create a better website for Tazo or add more links so that they
could be directed to the Starbucks website
• Could implement more sustainable packaging for CRS
• Tazo could create a more nutritious line so that people will be
more inclined to drink it
THREATS
• Arizona, Lipton, and Snapple already have an extremely strong hold
on the market for bottled tea
• People who prefer tea are moving away from bottled tea because
leaf tea is a healthier option
• Competitors have much better communication messages than Tazo
4

8. The primary competitive force that Tazo Tea faces is that
a majority of consumers choose to purchase other name
brand bottled teas before they would consider buying Tazo.
These substitute beverages include those such as Arizona, Lipton,
Snapple, and Honest Tea, brands which have a dominate
hold over the current market. As of 2013, Arizona maintained
approximately 22 percent of the market share, with Lipton
coming in second at 12 percent, and Snapple at 7 percent.
This is a major problem for Tazo Tea because it does not
allow them much space in the consumer’s consideration
set. Since Tazo is not distributed in many different stores, this
issue has not improved in past years. This is a clear disadvantage
for Tazo, however it is one that can be remedied through
increased product distribution and brand awareness.
ENVIRONMENTAL ANALYSIS
Tazo tea is at a disadvantage
economically when compared to
the other bottled teas available in the
market. One problem with Tazo Tea
is that, unlike its competitors, Tazo can
only be bought individually and not
by the case. This makes Tazo more
expensive per bottle in comparison
with other brands, like Arizona and
Lipton. Another economic issue that
Tazo faces is that being owned by
Starbucks, a higher end coffee brand,
could place Tazo as a being seen
as a more expensive brand in the
minds of the consumers. This view of
Tazo could drive prospective buyers
to choose another bottled tea brand
over Tazo.
ECONOMIC FORCES
COMPETITIVE FORCES
5

9. Politically, Tazo Tea is at an advantage
because of the recent government
promotion for citizens to begin leading
healthier lifestyles. The main source of
this push comes from First Lady Michelle
Obama through her Let’s Move campaign.
Although her campaign is meant to
increase physical fitness in children,
it has become a known movement
across the nation. This includes the
young women and men who make up
both the primary and secondary target
market of the new Tazo Tea campaign.
Tazo can use this political movement to
its advantage since bottled tea is generally
considered to be a healthier option over
other popular bottled drinks, such as
soda or energy drinks.
POLITICAL FORCES
Within the United States, the organic food market has been
trending, and it has been forecasted that it will increase at
the rate of 14% through the years (2014 to 2018). People are
looking for healthier options and are taking a more active
role on the food they choose to consume. Tazo bottled
tea plays into this organic food movement. Though they
are not certified as organic, they are a part of an all
natural and minimal ingredients tea, which mirrors what the
organic food movement is trying to do. Increasingly, we
are now eating 14 percent more sugars, and compared
to the 1970s, the average American now eats 15 more
pounds of sugar a year. With only 18 grams of sugar, Tazo
tea encourages the idea of a healthier tomorrow.
SOCIOCULTURAL FORCES
6

10. OBJECTIVES AND BUDGET
This campaign will increase the sales of Tazo’ line
of bottled teas by 7%. We will accomplish this by
increasing awareness of the product, as well as
focusing on the healthy aspects of the drink.
MARKETING OBJECTIVES
Within our target market of 18-34 year old women, we will see
70% comprehension and 50% conviction by the end of the
campaign. This means that approximately 70% of our target
audience will be exposed to the message, but only 50% will
find value in the campaign’s message. The effective reach of
the campaign will be 70, with a frequency of 4.
ADVERTISING OBJECTIVES
TIME FRAME
This will be a year long campaign, beginning two weeks before
Memorial Day weekend of 2014 and ending in May of 2015. We will
implement a pulsing campaign, meaning that our ads will run
year round with periods of heavier advertising during key times of
the year, such as the summer months.
BUDGET SUMMARY
This campaign will be executed
using the 12 million dollar budget
that has been allocated to our
agency. The money being spent
on the campaign has been broken
down by medium and can be
seen in the following pie charts.
Magazine,
4,039,014
Online,
840,281
Online
TV,
1,726,007
Transit,
2,339,084
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11. RESEARCH
• Gain insight on the current level of awareness of the Tazo Tea brand
• Increase our background knowledge on both our primary and secondary target markets, and learn more about their views on an
organic, healthy lifestyle
• Gather more information on other bottled tea brands to further understand how we should promote Tazo Tea in the market
Our primary research consisted of a survey done on Qualtrics that was dis-
tributed over social media and to individual people via e-mail. This survey consist-
ed of 120 people, primarily women 18-25 which is our primary target market. The
questions focused on the areas of lifestyle/demographics information, opinions on
the healthy/organic movement, tea products, and the general level of awareness
of Tazo Tea. When asked about organic foods, we found that buying organic is
not a high priority for our target market. We also learned that healthy activities/
eating for our target market means leading an active lifestyle and eating bal-
anced, nutritious meals. Furthermore, our target market typically likes to brew their
own tea instead of drinking bottled tea, and when asked what is most important
about bottled tea they said taste, followed by nutritional information, and finally
the price.
Our most relevant insights came from the question, “do you drink tea and if so
which brands.” We did not specify hot or iced tea in order to see what was as-
sociated when we simply asked about tea. We found the most mentioned brand
was Tazo Tea at 32%, followed by Lipton at 23%. When we specified the type of
tea by saying “cold ready to drink iced teas” Arizona and Snapple, at 52% and 47%,
were the most popular brands, with Tazo at only 22%. When asked what they pur-
chase, the number of brands decreased significantly, with Arizona and Snapple
at 31% and Tazo at 14%. Most people were aware of the Tazo tea brand, with only
12% of our survey responses not recognizing the Tazo Tea name. Word association
showed that people think Tazo Tea is healthy, soothing, and organic, people also
associate it with expensive and the word Starbucks. All research results can be
found in the appendix.
For further insight into Tazo’s market, we used Simmons OneView to
look at existing research on psychographics, age, print media, and televi-
sion as they relate to the brand. In addition to our primary research, we
deciphered an MRI+ database which involved over 10,000 samples and
was done over the course of a year. Using a psychographic vs. brand
cross-tabulation, we discovered that health and wellness are high priorities
for our target market. Of the Tazo brand users, 25% make sure they exer-
cise regularly and 26% try to eat healthier foods, while Arizona and Snap-
ple users have much lower responses, under 20%, in the same categories.
We also used secondary research to show which specific media outlets
our target uses the most. When researching magazines, we found that
People (13.3% who drink Tazo Tea read People), Better Homes and Gardens
(13.2), Shape (6.9% with a 502 index, meaning that Tazo users on average
are more likely to pick up Shape) and Real Simple (4.3%) were the mag-
azines our target read the most. When we performed the cross tabula-
tions we had to divide age into three groups and average the scores. We
looked at television as a medium as well. Among our primary target mar-
ket of women 18-34, the most popular TV channels were as follows: TBS
at 31% with a significance in all age groups; MTV at 41% but only significant in
age groups 18-29; USA at 26% and being significant in all age groups; and
Comedy Central at 30% also significant in all age groups.
PRIMARY RESEARCH SECONDARY RESEARCH
RESEARCH OBJECTIVES
8

12. BRAND VALUE PROPOSITION
The Tazo Tea brand’s line of bottled beverages gives consumers a quick, on the go iced tea that
requires no prior preparation. Its variety of flavors also provides consumers with the satisfaction of
being able to choose from a plethora of options, such as Giant Peach, Mango, and Tazoberry. What
makes this product stand out in the market is its 100% organic formula, which makes Tazo’s bottled
teas a healthier and preferable option for our target market.
Since Tazo Tea is an all natural tea, it is seen in the market as a more nutritious option, making consumers
feel reassured that they are being healthy when buying Tazo’s bottled tea. Healthy living and awareness
of the nutritional value of products is a lifestyle that has been growing in popularity, especially among our
target market. When people are buying Tazo Tea’s line of bottled teas they can be sure they are drinking
a nutritious and natural product that is both delicious and healthy.
When someone is spotted drinking a bottle of Tazo Organic Iced Tea, it says they care about leading a
healthy lifestyle. They understand the benefits of choosing an all natural beverage over the many other
ready-made drink options the market has to offer. Recently, the concept of healthy living has become in-
creasingly popular, particularly among those in our target market. Another perception of the Tazo Bottled
Organic Iced Tea drinker is that they are in a hurry since they chose an on-the-go beverage rather than
making their own tea. Together, these ideas give the impression that drinkers of Tazo’s bottled will find a
way to integrated health into their busy lives.
FUNCTIONAL BENEFITS
EMOTIONAL BENEFITS
SELF-EXPRESSIVE BENEFITS
9

13. Meet Emma. She is a 20 year old col-
lege student trying to balance her busy
schedule of classes, school clubs, and
active social life. During the weekends
she enjoys hiking with her friends to
stay in shape, reading People and Al-
lure magazines, and catching up on
her favorite shows online. She also likes
reading about the latest trends on blogs
like Refinery29. During her personal time
you can find Emma cuddling up with a
good book and a warm cup of tea.
Meet Rachel. She is a 32 year old working
mother who is constantly running around
to take care of her kids and move up in
her career. Every weekend she goes food
shopping for her family, making sure to buy
healthier foods so her and her kids will have
a nutritious, balanced diet. To unwind on the
weekends, she enjoys swimming, taking yoga
classes at her local gym, and relaxing with
her family while she sips her favorite tea. She
also likes reading Real Simple, her favorite
magazine, and watching the Food Network so
she can try some of their new recipes to try
out on her two kids.
TARGET MARKET PROFILES
18-26
PRIMARY TARGET
women 18-34
27-34
SECONDARY TARGET
Men ages 18 to 34
18-34
Meet Tyler. He is a 26 year old living in
New York City who is trying to work his
way up in his career. Every morning
during his commute to the office, Tyler
likes to watch episodes of his favorite
shows on Hulu. On the weekends, he
enjoys playing basketball and going
out in the city with his friends. On
the occasions when he can catch his
favorite shows on primetime, Tyler and
his girlfriend like to stay in and brew
their favorite teas.
10

14. Tazo’s main problem is that very few people recognize it as an iced tea brand, and instead they only consider it
as a loose leaf tea associated with Starbucks. Arizona and Snapple are much bigger names in the iced tea
market that have a considerable amount of brand loyalty, making it difficult to persuade customers to switch
brands. Tazo’s second problem is the increase in the public’s want for a healthy, low in sugar drink option.
CAMPAIGN STRATEGY
Tazo’s target of women 18-34 associate Tazo with hot brewed tea. People enjoy Tazo tea, both iced and hot, and
would purchase it because they consider it to be a healthy and high quality drink. Our main insight is that tea drinkers
are more likely to buy Tazo Tea, while iced tea drinkers do not consider Tazo when deciding on an iced tea brand.
KEY INSIGHT
THE CHALLENGE
Tazo’s ready to drink iced tea has all the qualities of brewed tea in a bottle. Our campaign will position Tazo Tea’s
line of bottled iced tea with tea drinkers as a healthy, on-the-go option to love their tea all day wherever they are.
BRAND PROMISE
11

15. 12

16. CREATIVE STRATEGY
CREATIVE OVERVIEW
Based on our research, we have come to understand that our target market is looking for both a healthy and easy way to enjoy
their favorite teas. We know that they place a high value on the nutritious aspects of the drink, however their main priority is not to
buy Tazo’s bottled teas simply because they are organic. So, in order to increase both the awareness and sales of Tazo’s bottled
iced teas, our plan is to focus the portability of the drink rather than the healthy value it has. Our target market wants to be able
to enjoy Tazo Tea wherever they are, so our campaign strategy is to show that they can savor their favorite teas wherever life
takes them.
ART DIRECTION
COPYWRITING
Our tagline, “Uncap passion, life awaits” will be seen on each print ad, and each tagline will be specified depending on the flavor being
featured in the advertisement, being either passion, zen, or joy. The fonts used for both the tagline and the body copy are sleek and
modern because this style emulates Tazo’s new brand packaging. The body copy that will be placed towards the bottom of the ads
will further describe how you can take your favorite Tazo teas with you on your journey. Like the campaign’s tagline, the additional
body copy changes slightly based on the flavor that can be seen in each ad. The body copy for each of the ads will emphasize the
campaign’s message of taking your favorite teas on the go through both the copy itself and the font selection. By making words
associated with tea larger, our audience will make more of a connection between Tazo’s bottled teas and its loose leaf teas.
The print ads will be composed of two sections. In order to connect Tazo’s bottled iced teas with its line of loose leaf teas, the
top section of each of the ads will feature one of three flavors that they have in common: passion, zen, or joy. Each of the print
advertisements will feature models portraying the name of the flavor being sold in that particular ad. Whether it is someone doing
yoga, playing guitar, or laughing with friends, each scene will bring our audience back to the idea that their “life awaits.” The bot-
tom half of the ad will look like a burlap material to show the organic aspect of the product. This design element ties in with the
overall look and feel of the Tazo Tea brand. This portion of the ad will also include a large bottle of Tazo bottled iced tea, making
the product one of the dominant elements of the ad.
13

17. PRINT ADVERTISING
14

18. PRINT cont.
15

19. STORY BOARD
Girl picks up full bottle of Passion
Tazo Tea and starts to take a sip.
Cut to a montage of different people following their passions. First clip shows a
girl doing ballet, second clip shows a man playing soccer, third clip shows young
adults playing in a local community band... This montage continues for 20 seconds
with multiple clips of people following their passion.
Girl from first scene takes
now empty bottle away
from her lips and says
“ahh.” The words “Uncap
passion, your life awaits”
appear on screen.
16

20. OUT OF HOME & ONLINE
ONLINE
TRANSIT
Joy Tazo Organ-
ic Bottled Tea cap
is secured on the
bottle.
Tea begins to spurt out of the
mouth of the bottle, pushing
the bottle cap slightly to the
top right of the bottle.
A wave of tea emerges from the bottle, pushing the
bottle cap to the far right of the screen. Under the
wave of tea reads “Uncap passion, life awaits.”
17

21. CREATIVE TESTING
“Joy is in a bad place for legibility but otherwise I think they look good”
General Thoughts: The collective ads are great. I can see them in a magazine. The referral of getting home brewed tea out of a
pantry instead of making it seems convenient and preferable
Review of “zen” ad: From a male perspective, the picture seems not geared towards me. The picture of yoga is with a woman. A
very small portion of men do the whole yoga thing. But I do like the play of “journey” in relation to the journey of finding one’s zen. Still
wouldn’t buy it from this ad.
Review of “passion” ad: This one I personally like better. The picture is relatable because I play music. It’s following a pattern so brand
recognition is great. The text is great too.
Review of “joy” ad: This one is the most relatable. It actually seems they are joyful. As a group of people, again I can see myself picking
up a few for friends. So maybe a reference to friends would help.
SECONDARY
First off the people in the ad are beautiful, so that automatically draws my eye. The care free look they have is very appealing and
the phrasing to go along with it is a big selling point, implying that choosing this tea over others would mean I have more time to
enjoy other things in life is a big plus in my book. And the organic background that the wording on the ad is on is a great way to
capture people looking for a more natural lifestyle, which I currently am. I would definitely buy the drink with how appealing the ad is.
PRIMARY
“They would catch my eye and I would enjoy them visually”
18-26
18-34
18

22. MEDIA STRATEGIES
Our target audience is men and women between the ages of 18 and 34. Our primary target
audience is 18 to 34 year old women because they are more likely to lead very busy lives while
still wanting a quick and easy way to maintain their balanced diet and healthy lifestyle. Recently
they have been placing an increasing level of importance on health, and Tazo’s line of bottled teas
allows them to take the nutritious teas they enjoy with them throughout the day. The secondary
audience we will reach with this campaign is men ages 18 to 34. While men are not as likely to
purchase this product, we want to expose them to the campaign in order to increase the overall
brand awareness in the market.
The women of our target market are
constantly being exposed to different
media outlets every day. These women
watch their favorite shows online, read
magazines, and browse the internet
on a regular basis. Since the women
of our target market are constantly
viewing these various mediums, the
message weight will remain consis-
tent for each one. For this campaign
we will also use transit advertising in
specific locations because our target
market leads an active life and will
likely be further impacted by this out-
of-home advertising.
The advertising for this campaign will be both regional and national. All online commercials, print,
and internet advertisements will be placed in national media. The transit and point-of-purchase
advertisements will be placed regionally in major cities across the country, including New York, Los
Angeles, Chicago, and Boston.
TARGET AUDIENCE
GEOGRAPHIC SCOPE OF THE PLACEMENT
MESSAGE WEIGHT
CONTINUITY
This campaign will implement a pulsing schedule which will run advertisements throughout the year
with periods of heavier exposure during the summer months. Since people are more likely to drink
bottled iced tea during the warmer seasons, increasing the amount of advertising during this key
time will be important to the success of our campaign. This strategy will increase the level of aware-
ness of Tazo’s bottled teas in the market. The effective reach for our campaign is 70 with an effec-
tive frequency of 4.
DIMENSIONS
Online Television: 30 second commercial
Magazine: 1 full color page with bleed
Internet: animated banner ad about 468 x
60 pixels/sec
Transit: bus ad about 144” x 30”
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23. MEDIA OUTLET online TV
Hulu is the most popular website for people to catch up on the TV shows that they have missed. Since our re-
search showed that an online commercial would be more effective than a broadcasted commercial we first
decided to advertise here. Hulu will reach the majority of both our primary and secondary target market, which
is why we plan to run in this medium through our entire campaign.
CBS is a major network for primetime television. We have our commercial running from July through
October on the shows the feature on the website. We felt that this network in particular was important
because very often CBS doesn’t allow other websites, such as Hulu, to show their programming.
NBC, also being a major network, was a crucial media vehicle for our commercial. The commercial will run
from May through the end of August. We hope that having commercials on Hulu, CBS, and NBC during the
months of July and August will boost sales for the end of the summer.
ABC, being owned by the Disney Corporation, has programming that relates to our older demographic who may
have children as well as our secondary target market, as they have clips from sports programming. We plan on run-
ning an ad from September through the end of December. The goal of running the ad so late in the year is to focus
on the people of our target who live in warmer climates that would still be buying the product, as well as to maintain
general awareness.
HULU
CBS
NBC
ABC
Similar to ABC, NBC, and CBS, Fox is a major network that has popular shows such as Glee and the Mindy Project for our
primary audience, and shows like Family Guy and the Simpsons for our secondary market. This will allow us to reach a
wider range of our target market.
FOX
20

24. MEDIA OUTLET online
Refinery29 is a fashion, beauty, and entertainment website that is es-
pecially popular among the young women of our target market. It is
primarily geared towards women living in metropolitan areas, such as
New York, Los Angeles, and Chicago, however many women around
the country frequent the website.
Women’s Health is a fitness, health, and lifestyle magazine and website.
This website attracts many women who care about their health, which
will associate our brand with this lifestyle. While we do not plan on ad-
vertising in the magazine, we feel that Women’s Health is a very popular
website for women of any age.
Shape is a fitness, health and lifestyle magazine and website. Very sim-
ilar to Women’s Health, we hope that this will show our brand to be a
healthier brand of bottled iced tea. Unlike Women’s Health we plan on
advertising in both the magazine and on the website.
Food Network reaches
the older demographic
that we are marketing
towards. Our secondary
research showed that our
demographic visits this
website frequently and
will be more likely to buy
our product. We also plan
on partnering with the
Food Network during our
contest and as a sponsor
later on in our campaign.
FOOD NETWORK
21

25. MEDIA OUTLET transit
Transit advertisements can reach a large portion of the population of whatever city they are in. We chose four
major cities across the country: New York, Chicago, Boston, and Los Angeles. With this mix of cities, we will be
able to reach all of the main regions of the US. In New York, Boston, and Chicago the ads will run at different
times during the summer for people to buy a cold bottled iced tea. The ads in Los Angeles will run throughout
the entire campaign since, due to the warm climate, the target market there will be more likely to buy Tazo’s
bottled teas year round.
22

26. MEDIA OUTLET magazine
Total Circulation: 1,168,138
2015: May, August, October
2016: January
Allure is a fashion, beauty and lifestyle magazine. It reaches our target market of 18-26 year olds. It has
a very high circulation with an even larger reach. We plan on putting 4 pages in 4 different issues.
Total Circulation: 3,527,541
2015: May, July-August, October,
2016: March
People is one of the most popular magazines in the country. It is a celebrity and fashion magazine that is in a majority of doctors’ of-
fices and waiting rooms in the country. This being such a popular magazine, we believe that it will associate our brand with a younger
and more fun audience.
Total Circulation: 2,028,998
2015: May-July, November
2016: February, April
Real Simple acts as a lifestyle guide that is targeted towards women who are working mothers. This is crucial for our market
of women 26-34 because they are the ones who drink the most tea and would be most likely to buy Tazo’s bottled teas. We
are will be featuring our ads in this magazine during the summer months to promote cooling off with a Tazo Iced Tea.
Total Circulation: 1,630,741
2015: May, July-August, October
2016: March
Shape is a very popular fitness and lifestyle magazine. As we stated with our online advertisement, we hope this magazine will associate Tazo’s line of bottled teas
with a healthy and active lifestyle. Since this is the most influential of our magazines we have chosen to put 8 pages of ads in Shape throughout our campaign.
ALLURE
PEOPLE
REAL SIMPLE
SHAPE
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27. MEDIA SCHEDULE
MEDIA
BUDGET
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28. BRAND ACTIVATION
“Secret Ingredient” is the partnership that Tazo is creating with the Food Network, along with the sponsorship of an
episode of its top reality based cooking show, “Chopped.” The show will feature one of Tazo’s bottled tea flavors
as the secret ingredient that will be incorporated in the courses made by the competing chefs. After the episode
has aired, the recipes will be featured in the most recent issue of the Food Network Magazine as well as on the
network’s website.
Partnership with the Food Network: “Secret Ingredient”
IDENTIFY
OBJECTIVE STRATEGY
To promote Tazo’s line of
bottled teas on television
and encourage our audience
to buy the product.
Partnering with the Food Network will help us spread awareness about
Tazo’s line of bottled iced tea. The fact that chefs are purchasing it reiter-
ates the quality and taste, while using it as an ingredient in a Food Network
Magazine recipe will motivate people to buy the tea to make the meal.
This strategy also puts the product on television, which is a major media
platform that has not yet been implemented in the campaign.
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29. “My Tazo Journey” Instagram Contest
To promote the portability of the Tazo
bottled tea while gaining followers for the
brand’s Instagram account to increase
their social media impact.
Using this social media platform is a free way
to gain publicity for Tazo’s bottled tea while
also driving sales. It allows people to inter-
act with the brand and feel more of a con-
nection with Tazo. Not only will the contest
increase Tazo’s social media presence, it will
also generate positive word-of-mouth for the
brand.
IDENTIFY
OBJECTIVE
STRATEGY
The “My Tazo Journey” Instagram
contest is a competition to see
who can send in the best picture
of how they enjoy their bottled
Tazo Tea. People can share their
moments with Tazo by tagging
the company’s Instagram account
and including #mytazojourney in
the caption. Those who submit
the top three pictures will win a
dinner that has been personally
prepared for them by one of the
judges of the hit Food Network
show, “Chopped.”
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30. Point-of-purchase display and coupon
The in-store display will be placed at the end of aisles
in supermarkets around the country. The cutout will be
of a bottle of Tazo that has been rounded in a half-cir-
cle shape in order to make it appear more three-di-
mensional. Each display will have coupons attached to
it for people to tear off as they walk by. The coupons
will be a “buy one get one free” discount for people to
use when they purchase their Tazo bottled iced teas.
Objective: Increase sales of
Tazo’s bottled iced teas.
The point-of-purchase display will help drive up Tazo’s sales by
creating top of mind awareness as people are doing their food
shopping. The large display will catch people’s attention, while the
coupons attached to it will persuade customers to actually buy the
product. This is a great way to bump up the sales of Tazo’s bottled
iced teas.
IDENTIFY
OBJECTIVE
STRATEGY
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31. EVALUATION
Millennial Creative had three main objectives for this campaign: to increase Tazo’s sales by 7%, increase convic-
tion by 50%, and comprehension by 70%. The graphs and chart below show our predictions of how the sales,
conviction, and comprehension will increase each month.
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32. Tazo’s integrated marketing communications is definitely somewhat lacking. In gener-
al, they need to increase their social media presence, as well as their product dis-
tribution. Tazo’s Twitter mainly consists of retweets, they almost never post anything
original. Creating their own tweets would make them appear to be a much more
personable brand, creating a friendlier and more positive rapport with their con-
sumers. They also need to have their product sold in more stores. As of now, their
products, specifically the line of bottled teas, are not sold at many retailers. When
Tazo’s bottled teas are sold in stores their flavor selection is very sparse. We also
firmly believe Tazo would benefit from capitalizing on bulk packaging. If consumers
enjoy a product, they will want to buy it in larger volumes rather than individually. If
Tazo Bottled Tea was sold in four or six packs, regular Tazo Tea buyers will most likely
take advantage of buying in bulk. Finally, we suggest that Tazo distributes to colleges.
While many schools sell Snapple, Arizona and Pure Leaf iced tea, Tazo is typically not
available on university campuses. College students are always on the go, and would
definitely feel like they are benefiting from buying a bottled version of their favorite
flavors of Tazo Tea.
MARKETING RECOMMENDATIONS
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33. CREATIVEBRIEF

34. MEET THE TEAM
LIZZY ROSENBERG is a full-time Connecticut resident, but is currently pursuing an Integrated Marketing
Communications degree at Ithaca College, with a minor in writing. Though she is new to the work
scene, Lizzy seeks to make creative and resourceful contributions to Millennial Creative Aside from
planning, buying and creating pretty ads, she is an active member of IC’s chapter of the American
Advertising Federation, Park Advenue, a team player on Ithaca College’s women’s Ultimate Frisbee
team and an avid writer for off-beat on-campus publication, Buzzsaw Magazine. Lizzy finds her Zen
by hitting up the gym and pumping some iron.
JACOB MANN, a sophomore at Ithaca College’s Roy H. Park School of Communications, is an integrat-
ed marketing communications major with a minor in politics. This summer, Jacob will be interning in
New York City at Michael Moore’s Casting Agency where he will assist in casting directors, set design-
ers, and casting directors to films, television shows, and plays. His past experience in advertising and
public relations includes interning at Nickelodeon two summers ago, where he helped create adver-
tisements for Paramount and Nickelodeon films. Jacob finds his zen while spending time with friends.
LAURA EPIFANO is an Integrated Marketing Communications major at the Ithaca College Park School
of communications, with a minor in psychology. Her past internships have been at FFT Model
Management in New York City and Stuntman PR. She plans to participate in the Disney College
Internship program during the fall of her senior year. After graduation, she plans on moving to New
York City to pursue a career in advertising. Laura’s passion is traveling, and she hopes to be able
to someday take a trip around the world.
ALORA SHERBERT is an Integrated Marketing Communications major at Ithaca College with a minor in
psychology. Her past internships were with the Hangar Theatre and Cayuga Radio Group in Ithaca,
NY as well as being an on-campus Rent the Runway Rep. On campus she is involved with Rent the
Runway, and the Fitness Center, specifically with the Marketing Team. After graduation she is not sure
where she will end up she would like to work in the field of entertainment marketing focusing on
movie marketing. Alora’s passions are the arts, being a singer and actress for many years the arts
are what she loves.
JULIA KOHN is an Integrated Marketing Communications major at the Ithaca College Park School
of communications, with a minor in communication management & design. Her passion rests
within the creative department of an advertising agency. After graduation, she plans on moving
to Boston to pursue her career. Julia’s passion is hiking, and she hopes to be able to someday hike
around the world.