Remarkable Question

How do you rescue a once-radical tea brand from the brink of category irrelevance?

Challenge

Despite their 40+ year history of pioneering bold, unconventional teas, Stash Tea was lost in a sea of sameness, causing drinkers, retailers and distributors to pass over their product.

Revelation

Showing off Stash’s authentic, unorthodox ways will attract an untapped, equally unorthodox type of tea drinker.

Consulting & Communications

An intensive client and category research phase unearthed two key insights: first, Stash was founded by two renegade tea masters on a mission to brew truly out there, original teas. While Stash never embraced this ethos from a branding perspective, we saw that it was alive and well across their entire product line. Secondly, we discovered an unserved audience of tea drinkers who were craving unexpected, uncommon flavors. By combining these two insights we crafted a whole new brand positioning for Stash, leveraging its unconventional roots to tap an entirely new tea-drinking audience, thirsty for something different.

This new positioning led to the brand new tagline, “A Little Bag of Crazy” and Stash’s first brand campaign in its 40-year history. We also had the confidence and capabilities to produce the entire campaign in-house using only our internal creative and production resources. The resulting campaign of over 40 unique assets helped Stash smash their sales goals, own a new audience, and stand out in a cluttered, cliche-ridden category.

Commercials

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Social

Stash
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Stash

Results

10x
Average user engagement
2x
Stash’s social following