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BOSTON Celestial Seasonings returns with its first large-scale campaign in five years via a $3-5 million effort from independent TDA Advertising & Design in Boulder, Colo.
Efforts are made to both attract new customers and appeal to the generation of boomers who grew up with the brand. The work breaks this month.
For the 22-30-year-old crowd, TDA fashioned “Zero calorie” transit ads that show lattes, smoothies and sundaes labeled “Triple chin,” “Stretch pants” and “Fat.” The point is simple and direct: Celestial Seasonings has zero calories.
The
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