Tazo Regen FINAL

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THE WORLD’S FIRST

REGENERATIVE AD
THE SUMMARY
At its simplest, regenerative* is a principle in which you aim to give
back more than you take. And in 2022, TAZO announced a multi-
year regenerative plan to overhaul their full product supply chain to
combat climate change.

WE ATTEMPTED TO As we prepared to launch the first 4 blends of regenerative organic


teas, we knew 80% of our core audience found the product
MAKE THE MOST appealing but 68% were skeptical we would deliver on our

THOUGHTFUL, ECO-
promises. We realized succeeding meant earning the affinity of the
highly skeptical eco-activist community.

FRIENDLY AD THE We ran smack into a wall: producing and airing ads generates a
shocking amount of carbon emissions. We couldn’t rely on
WORLD HAS EVER SEEN traditional production and distribution methods if we wanted to win
over the eco-activist community.

So we decided to do something that hadn’t been done before. We


enforced a new climate strategy for our campaign: our ad had to be
every bit as eco-friendly as the teas themselves.

We set out to create the world’s first regenerative


commercial and create a new industry standard.
*Regenerative agriculture is a holistic approach to farming that focuses on improving
and enhancing the health of the soil, ecosystem, and community. It goes beyond
sustainable farming practices to regenerate and restore degraded soil, improve
biodiversity, and create more resilient and self-sustaining farming communities.
THE CHALLENGE

AFTER YEARS OF WIDESPREAD


GREENWASHING, TAZO FACED A 42% of green claims by
companies were exaggerated,
SKEPTICAL AUDIENCE false or deceptive.
European Commission, 2020

In 2022, TAZO announced a multi-year regenerative plan to


overhaul their full product supply chain to combat climate change. 62% of Americans say
business is doing mediocre or
The brand took its most popular flavors and made them worse at keeping their climate
regenerative, which means it gives back to the soil, the ecosystem commitments.
and the people that rely on the land. But the brand didn’t stop at
farming practices but applied regenerative principles to everything
from the supply chain to packaging.

As we prepared to launch the first 4 blends of regenerative organic


teas, we knew 80% of our core audience found the product
appealing but 68% were skeptical we would deliver on our
promises.

We realized succeeding meant earning the affinity of the highly


skeptical eco-activist community.
THE TENSION

TRADITIONAL
ADVERTISING
PRODUCES A Just one ad campaign can generate the same
carbon output as 16 Americans in an entire
TREMENDOUS year.

AMOUNT OF
CARBON EMISSIONS

The energy consumed by broadcasting a single


ad is equivalent to 144 round trip flights from
4
Paris to NY.
THE INSIGHT

THE ONLY WAY WE CAN BE A TRULY REGENERATIVE


BRAND IS TO MAKE OUR ADVERTISEMENT EVERY BIT AS
ECO-FRIENDLY AS OUR TEA

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THE STRATEGY

RADICALLY RETHINK THE TRADITIONAL


AD MODEL TO BE REGENERATIVE

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THE IDEA

WE CREATED THE WORLD’S


FIRST REGENERATIVE
COMMERCIAL
Since producing ads generates a shocking amount of
carbon emissions, we couldn’t rely on traditional production
methods. So, we worked with our director to dramatically
cut carbon emissions from production. Instead of a giant
air-conditioned set, we shot in his backyard using 100% (image goes here)
natural light. We repurposed items he already owned—like
mugs and a kiddie pool—as props. Tea was brewed with
collected rainwater. Pollinator-friendly bushes were planted
for a backdrop. We even cooked up vegan chili for the
crew to replace the typical, wasteful catering spread.

Instead of hiding the process, we made this behind-the-


scenes the premise of our spot.
BUT IT WASN’T ENOUGH TO RETHINK
PRODUCTION WE HAD TO COME UP WITH
A NEW FORM OF DISTRIBUTION

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CONNECTIONS INSIGHT

INSTEAD OF BEING POWERED BY PAID, OUR


COMMERCIAL COULD BE POWERED BY THE
ECO-PASSION OF #ECOTOK
Our campaign was designed to resonate with the highly
engaged #EcoTok audience on social, and our research
made us confident that we could leverage their passion
and existing conversations as fuel for our campaign.

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THE ENGAGEMENT IDEA

WE TURNED OUR
COMMERCIAL INTO A
FUNDRAISER ON TIKTOK
Rather than putting a heavy paid plan behind our commercial, we
turned it into a fundraiser on TikTok. Instead of forcing the ad into
the feed of tea drinkers we posted a single TikTok and asked
people to watch it by choice and in exchange TAZO would
(image goes here)
donate $1 (up to $250,000) to Rodale Institute, a non-profit
dedicated to education, farmer training, and research in
regenerative organic agriculture.

We partnered with #EcoTok creators to serve as official TAZO


brand ambassadors and gave them control of brand handles, our
launch video, and other supporting assets to help us deliver our
campaign message in a way that was unique and authentic to
them.
“I love that they not
only said that they
THE RESULTS wanted to do it, but
638M+
they named actual
action that can be EARNED
taken to radically IMPRESSIONS
improve! They have
examples, we live!!”

TAZO ATTRACTED A NEW


GENERATION OF BUYERS “👏 👏 👏 ” -
@Green4ema,
AND SET A NEW STANDARD Environmental
Media
Association
• We galvanized the biggest climate advocates and quickly surpassed
our $250K donation goal to the Rodale Institute with 566,000 organic
views.
$250K
• To date, we’ve generated more than 638M earned impressions, and DONATION TO THE 566K+
praise for reimagining the industry norm of ad production. RODALE INSTITUTE TOTAL VIDEO
(INSTEAD OF PAID VIEWS
MEDIA SPEND)
• We attracted a whole new generation of buyers with 44% of Regen
buyers being new to TAZO.

• And Fast Company crowned our 29 year old brand as the #2 “Most
Innovative Company in Food” for its full-throated commitment to “I need to replenish
regenerative practices. my tea cupboard
96% today and I’m going
to buy @tazo
POSITIVE
because of
COVERAGE
everything they did 11
in this ad”
TAZO COMMITTED TO
MAKING ALL FUTURE ADS
THIS WAY

WE HOPE IT INSPIRES YOU


TO DO THE SAME

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