2016 EVENTMARKETER GOLD WINNER
“Best Outdoor Environment”
::: CREATIVE DIRECTOR :::
In 2016, Pure Leaf launched a super premium organic iced tea line extension, “Tea House Collection,” to reach female consumers with expertly crafted blends and exquisite ingredients, tempting them with a specialty tea-house experience anytime, anywhere…
Welcome to The Tea House.
We led the strategic planning supporting the launch of Tea House Collection and brought to life the campaign notion “United by Craft”. Experientially, we translated the campaign via our Traveling Tea House, an artfully crafted experience born from collaboration. On a market specific journey across America, we immersed consumers in a world of extraordinary culinary creations, expertly crafted tea and local craftsmanship.
To establish our brand position we partner with renowned chefs like Marcus Samuelsson and Refinery 29. This partnership re-enforced the United By Craft platform through timed engagements that consisted of celebrity chef demonstrations, exclusive recipes & pairings, local craftsman showcase and VIP dining experiences.
No detail went unnoticed as the sampling bars were also given the same level of design detail to ensure consumers left with a heightened opinion based on their experience.