Jacqueline Phillips
Celestial Seasoning
Objective: To influence consumers to buy Celestial Seasoning's Matcha Tea over any other tea product when shopping in the grocery store.
Direct Mail and Coupon
A Tri-fold "Story Book" with coupon and free matcha tea bag
Front cover
The Legend of the Dragonfly
A Story By: Celestial Seasonings
Inside left
Thousands of years ago, a dragonfly was born. He lived in the tall grass of a garden in a quaint Japanese village, the only place he had ever known. Despite being small and colorless, The Dragonfly longed to spread his wings and experience the world, but he thought the world wouldn’t accept him. Over time, he transformed into the strong and beautiful dragonfly that we all know today. His green and blue colors glistened in the sunlight, and elegant patterns of flowers covered his wings. With his new found beauty inside and out, he realized that he possessed a magic that could bring joy to those around him, so he took the chance and flew out into the world. The Dragonfly was able to change the lives of many people and has become a companion for those who need to see the light in the darkest of times. The Dragonfly offers happiness, serenity, tranquility, and comfort to those who seek it. Find your dragonfly.
Inside Middle
Everytime you take a sip of Celestial Seasonings’ Matcha Tea, the magic of The Dragonfly embraces you. Find your dragonfly with a complementary bag of Matcha Tea.
Inside Right
Matcha Tea is made from the finest green tea leaves and the purest Japanese matcha powder, making for a sweet and smooth taste that will soothe your soul.
Back Cover
Did you find your dragonfly? Find us on social media @CelestialTea and let us know by using the hashtag #themagicofmatcha
Celestial Seasonings www.celestialseasonings.com
Coupon
$1 Off 1 box of Celestial Seasonings’ Matcha Tea
Present this coupon when buying any ONE (1) box of Celestial Seasonings Matcha Tea. Valid 01/01/19 - 04/30/19
In store only. To find Celestial Seasonings’ Matcha Tea near you visit
Inside Transit
Bus Wall/Ceiling
Headline: What will The Dragonfly bring you?
Body: Joy, Serenity, Tranquility, Comfort, Relaxation, Warmth, Peace, Patience, Bliss, Encouragement, Optimism, Solace, Cheer, Positivity, Delight, Amusement
Tagline: Find your Dragonfly.
Final Paragraph: Find us on social media @CelestialTea and let us know about your
experience by using the hashtag #themagicofmatcha
Mandatories: Celestial Seasonings www.celestialseasonings.com
Out of Home
Bus Stop with Heater
Headline: Let the magic of The Dragonfly embrace you
Body: The legend of The Dragonfly says that its wings hold magical powers that bring joy, serenity, tranquility and comfort to those who seek it. Each time you enjoy a cup of Celestial Seasonings’ Matcha Tea, the magic of The Dragonfly embraces you. Celestial Seasonings has combined quality green tea leaves and Japanese matcha powder to bring you a tea that will soothe your soul.
Tagline: Find your dragonfly.
Final Paragraph: Find us on social media @CelestialTea and let us know about your experience by using the hashtag #themagicofmatcha
Mandatories: Celestial Seasonings www.celestialseasonings.com
Blog Post
In Japanese culture, The Dragonfly has long been seen as a symbol of transformation and self-realization. It is said that their wings carry a magic that, when in the presence of, bring joy, serenity and tranquility. We, Celestial Seasonings, have adopted the symbolism of The Dragonfly and incorporated it into our Matcha Tea experience.
Nowadays, people get so caught up in everyday demands that they forget to stop and take a breath. However, self-care is a habit crucial to your functioning. It improves your focus, increases your efficiency, and overall creates a better you. That’s why Celestial Seasonings wants to bring you The Dragonfly: your companion in self-care and serenity. Imagine coming home after a long workday. You can take off those uncomfortable jeans and put on sweatpants. You can sit on that couch that’s has been calling your name all week. You can finally binge that Netflix series that all of your friends have been talking about. And the cherry on top? Pair it all with a warm cup of Celestial Seasonings’ Matcha tea. A feeling of pure bliss will embrace you.
So why Celestial Seasonings’ Matcha? Our Matcha Tea is made up of the purest green tea leaves combined with the finest matcha tea powder. Each sip has a smooth and sweet taste that will send you into a world of relaxation. We all need to remember to take a break every once and awhile. So why not have one with Celestial Seasonings’ Matcha Tea. Take care of yourself.
Rationale
We focused on the icon on the packaging of the tea, which was the Dragonfly. We created a story for the direct mail to entice readers, because it is like a book. We created a "magic" to go along with the dragon fly that will give the consumer positivity, joy, ect. We continued this legend throughout our out of home copy. Our blog explains our reasoning in great detail. Our tagline "Find Your Dragonfly" is meant to entice the consumer to find the positivity only Celestial Seasonings can bring them.