Tazo Pokes Fun at Sedate and Serene Tea Ads in First Campaign From Vice's Agency, Virtue

Are naked men with full-body tattoos your cup of tea? How about death-rockers that tool around in hearses, or psychedelic music festivals with fire-breathing freaks? Such is the stuff of Tazo’s quirky new commercials, the brand’s first big push since being purchased by Unilever more than a year ago. Rolling out this week across video channels, social media and cinemas, the millennial-focused campaign, “Brew the Unexpected,” also marks Tazo’s debut collaboration with Virtue, the agency owned by Vice Media. “The campaign creative plays with cultural assumptions around a category frequently associated with cozy relaxation or meditation,” George Hamilton, marketing director at Unilever Teas, tells Adweek. “We wanted to show that Tazo isn’t that kind of tea.” To do so, Virtue crafted a series of 15-second sitcom-style spots with silly twist endings. In the first ad below, two friends engage in some “girl talk,” though you’ll have to watch until the end to get the full picture: [kickout id="1"] Next, a twenty-something leaves home to follow her favorite dead-beat band: [kickout id="2"] Finally, a couple wakes up with Tazo Wild Sweet Orange—in a setting that's wild in its own way: [kickout id="3"] That last spot presented some challenges for the creative team as they set up for the climactic wide shot of the festival’s frolicking and festivities. “Fire breathers were warming up, a guy with a disco ball was doing calisthenics,” recalls Virtue group creative director Heather Pieske. “We had the camera up on the boom and were blocking out the talent when we noticed a little wisp of ‘smoke’ coming over the hilltop. For the next two hours, the set was shrouded in dense mist. The scene was totally surreal. Finally, just as the sun was setting, we had a break in the clouds and were able to get the shot.” This spring, 30 lucky brand superfans will get the chance to enjoy outdoor tea-fueled antics firsthand, thanks to a Camp Tazo weekend sleepaway contest. The key word here is “camp,” with drag performer Alyssa Edwards curating “a mix of classic activities like hiking, cooking and campfire sing-alongs, with unique unexpected twists.” [kickout id="4"] Hamilton says Camp Tazo will provide “a solution to the monotony often experienced from not stepping out of the comfort of our everyday routine—a way for our fans to try something new and engage with the brand in a truly immersive, unique way.” “The response has been incredible,” he says, “with thousands of entries for the chance to participate, and millions of engagements through Tazo and Alyssa Edwards’ social channels, including engagements from celebrities and influencers alike.” The teetotalers at Edelman shop Edible developed the Camp Tazo concept. CREDITS: Agency: Virtue Client: Tazo Campaign: “Brew The Unexpected” Chief Creative Officer: Cameron Farrelly Group Creative Director: Heather Pieske Creative Director: Tim Harrington, Nicole James Copywriter: Jen Hubbard, Noah Sacksteder Art Director: Laura Bailey Head of Production: Jill Rothman Producer: Peter Feldman Integrated Producer: Margaret Barnard Head of Strategy: RG Logan Associate Strategy Director: Mathoto Matsetela Strategist: Tai Koga Media Manager: Taylor Delbridge Head of Client Services: Adam Katzenback Client Partner: Kim Young Associate Account Director: Rob Gerlach Production Company: Tool Production Services: Tonic Films Director: Shawn Z DP: German Lammers Executive Producer: Preston Garrett Executive Producer: Susie Neill Producer: Jeff Tanner Post Producer: Susan Grossman Editor: Dick Gordon Assistant Editor: Oscar Torres Color: MPC Colorist: James Tillett Conform/Flame: Marcello Amati Sound: Sound Lounge Recording Engineer/Mixer: Tom Jucarone Music: Big Sync Producer: Alexandra Carlsson Norlin

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Tazo Pokes Fun at Sedate and Serene Tea Ads in First Campaign From Vice's Agency, Virtue

Now owned by Unilever, brand says it 'isn’t that kind of tea'

David Gianatasio

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