Divergent

Advertising

&

Campaign:

Teavana.

Anything Else Is

Just Hot Water

Kirsten Bakstran & Anya C. Gonzales

+ Brand Essence

• Sells a variety of loose leaf teas

& tea accessories.

• Offers natural remedies to

everyday stresses.

• Evokes a sense of the exotic.

+

This deck outlines a campaign created for

the brand Teavana (tea).

It gives a short description of the

intended audience and then illustrates

specific print and television campaigns.

Full creative brief is located at the end of

the deck.

+Problem/ Challenge

• Large assortment of teas make selection

confusing.

• Seen as a store for the experts, not the

curious.

+Audience

•Mothers: Between 35 - 50

•Income $45K - $75K

•Busy; Stressed;

Supermom

•Interested in unfamiliar

aspects of life.

•Never compromises on

quality.

+

+Core Message

There are people who drink any hot water beverage,

and then there are the people who seek quality tea.

At Teavana, we believe that:

Tea is not just another drink;

tea creates an experience.

+Idea Exploration

#1: Dedication #2: Me-time

+Storyboards

#1: Mountain &

#2: Waterfall

+Storyboard #1: Copy

If you close your eyes you can see it.

A lush and green mountain peaking into cool and crisp air.

Sun rays dress the majestic hills with a blushing bride's glow —

And the soothing aroma steeps through your soul.

But more important than the mountain is what you find tucked between it's folds.

It’s the tea that creates a memory.

Teavana. Anything else is just hot water.

Advertisement: Anything Else Is Just Hot Leaf Water (One)

1 Close-up shot of a ornate table set with a tea

kettle and cups. Background shot is of a majestic mountain.

2 A woman’s hands scoops tea from a tin and

pours it into the strainer. 3 The woman pours water from the teapot onto the

dry tea in the strainer

4 As she waits for the tea to steep, she arranges

a minor detail on the tea table. 5 Finally, she pours herself a cup of tea and

the camera pans to her face. 6 Teavana. Anything else is just hot leaf water.

+

When you breathe deeply, the waterfall's splendor

speaks to every sense — not just your eyes.

The refreshing splash, the invigorating rumble and the

luxurious cascade of a river

All creating a scene fit for a queen

You are inspired by its beauty —

But more important than the river is the vitality that it

gives.

To your experiences.

Teavana. Anything else is just hot water.

Storyboard #2: Copy

1 We see a waterfall scene. Laid out before her is

an assortment of different teas. We only see

her hands. 2

Overhead: She takes a scoop of each of the

different teas and puts them in a large pot

over a fire. 3

She stirs the pot and lets all teas

brew together.

4 She ladles some tea into her teacup.

5 Finally, we see her face as she takes a sip of

her tea. 6 Teavana. Anything else is just hot

water.

+

Posters

#1: Serenity &

#2: Tranquility

+

You can’t find serenity in a Styr ofoam

cup.

We select tea plant s fr om the lush mountains of Asia. Nex t we dr y the leaves to r elease del icate flavor s. Final ly we r ol l t he tea to enfold the lux ur ious ex per ience of r elax at ion within i t s cur ves. Teavana. Anything else is just hot water .

+

You can’t find tranquility in a two-

dol lar teabag.

We don ’t just seek out v ibr ant and ver dant tea

plants. We also find super ior addit ions l ike jasmine, r ose and ginger to design dist inct exper iences thr ough taste.

Teavana. Anything else is just hot water .

+ In-Store — My Own Oasis

• Kiosk

• Relaxing activities

• Twitter hashtag #MyOwnOasis

• Coupon to Teavana

+

Thank You

Questions or Comments