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CAMP TAZO

CAMP TAZO

CAMP TAZO

An overnight experience that transformed the way people thought about tea—and themselves.

An overnight experience that transformed the way people thought about tea—and themselves.

An overnight experience that transformed the way people thought about tea—and themselves.

An overnight experience that transformed the way people thought about tea—and themselves.

An overnight experience that transformed the way people thought about tea—and themselves.

Camp Tazo Logo_Final_Color_CMYK

Challenge

As a brand that was built around the spirit of exploration, TAZO doesn’t match the stodgy perceptions that most people have about tea. So, in 2018, we needed a launch activation that was bold enough to not only capture our adventurous identity, but also change the way our target views tea.

As a brand that was built around the spirit of exploration, TAZO doesn’t match the stodgy perceptions that most people have about tea. So, in 2018, we needed a launch activation that was bold enough to not only capture our adventurous identity, but also change the way our target views tea.

As a brand that was built around the spirit of exploration, TAZO doesn’t match the stodgy perceptions that most people have about tea. So, in 2018, we needed a launch activation that was bold enough to not only capture our adventurous identity, but also change the way our target views tea.

As a brand that was built around the spirit of exploration, TAZO doesn’t match the stodgy perceptions that most people have about tea. So, in 2018, we needed a launch activation that was bold enough to not only capture our adventurous identity, but also change the way our target views tea.

As a brand that was built around the spirit of exploration, TAZO doesn’t match the stodgy perceptions that most people have about tea. So, in 2018, we needed a launch activation that was bold enough to not only capture our adventurous identity, but also change the way our target views tea.

Insight

We had a hunch that our audience of millennials actually wanted to be more adventurous, but we had to be certain. So, we conducted a study and our hypothesis was validated: 75% of people wanted to get out of their comfort zones but didn’t know where to begin. Our mission was for TAZO to create that starting point. 

We had a hunch that our audience of millennials actually wanted to be more adventurous, but we had to be certain. So, we conducted a study and our hypothesis was validated: 75% of people wanted to get out of their comfort zones but didn’t know where to begin. Our mission was for TAZO to create that starting point. 

We had a hunch that our audience of millennials actually wanted to be more adventurous, but we had to be certain. So, we conducted a study and our hypothesis was validated: 75% of people wanted to get out of their comfort zones but didn’t know where to begin. Our mission was for TAZO to create that starting point. 

We had a hunch that our audience of millennials actually wanted to be more adventurous, but we had to be certain. So, we conducted a study and our hypothesis was validated: 75% of people wanted to get out of their comfort zones but didn’t know where to begin. Our mission was for TAZO to create that starting point. 

Idea

In the fall of 2018, we unveiled Camp TAZO, an actual 3-day sleepaway camp designed to help guests step outside their comfort zone. Our head counselor was trailblazing drag queen Alyssa Edwards, who helped us welcome curious campers from around the country. Once they arrived, they were greeted with curated programming to help physically, mentally and emotionally shake up their routine. This unexpected overnight experience struck a chord, generating 149 earned placements, 100% positive brand sentiment, and over 5,000 Camp TAZO applications.

In the fall of 2018, we unveiled Camp TAZO, an actual 3-day sleepaway camp designed to help guests step outside their comfort zone. Our head counselor was trailblazing drag queen Alyssa Edwards, who helped us welcome curious campers from around the country. Once they arrived, they were greeted with curated programming to help physically, mentally and emotionally shake up their routine. This unexpected overnight experience struck a chord, generating 149 earned placements, 100% positive brand sentiment, and over 5,000 Camp TAZO applications.

In the fall of 2018, we unveiled Camp TAZO, an actual 3-day sleepaway camp designed to help guests step outside their comfort zone. Our head counselor was trailblazing drag queen Alyssa Edwards, who helped us welcome curious campers from around the country. Once they arrived, they were greeted with curated programming to help physically, mentally and emotionally shake up their routine. This unexpected overnight experience struck a chord, generating 149 earned placements, 100% positive brand sentiment, and over 5,000 Camp TAZO applications.

In the fall of 2018, we unveiled Camp TAZO, an actual 3-day sleepaway camp designed to help guests step outside their comfort zone. Our head counselor was trailblazing drag queen Alyssa Edwards, who helped us welcome curious campers from around the country. Once they arrived, they were greeted with curated programming to help physically, mentally and emotionally shake up their routine. This unexpected overnight experience struck a chord, generating 149 earned placements, 100% positive brand sentiment, and over 5,000 Camp TAZO applications.

In the fall of 2018, we unveiled Camp TAZO, an actual 3-day sleepaway camp designed to help guests step outside their comfort zone. Our head counselor was trailblazing drag queen Alyssa Edwards, who helped us welcome curious campers from around the country. Once they arrived, they were greeted with curated programming to help physically, mentally and emotionally shake up their routine. This unexpected overnight experience struck a chord, generating 149 earned placements, 100% positive brand sentiment, and over 5,000 Camp TAZO applications.

THE PRESS

The Press

"TAZO wasn’t kidding about their new campaign 'Brew the Unexpected.'"

"TAZO wasn’t kidding about their new campaign 'Brew the Unexpected.'"

Itsoktojudge_Press_logo_TemplateFastCo

"I Attended Drag Race Star Alyssa Edwards's Sleepaway Camp—and I Felt Like a Kid Again."

"I Attended Drag Race Star Alyssa Edwards's Sleepaway Camp—and I Felt Like a Kid Again."

"I Attended Drag Race Star Alyssa Edwards's Sleepaway Camp—and I Felt Like a Kid Again."

oprahmag3

"What happens when a drag queen goes glamping with 30 strangers? A hell of a lot, that's what."

"What happens when a drag queen goes glamping with 30 strangers? A hell of a lot, that's what."

elite

"Camp TAZO was all about spilling tea and getting outside of your comfort zone"

"Camp TAZO was all about spilling tea and getting outside of your comfort zone"

Itsoktojudge_Press_logo_TemplateForbes

MORE COVERAGE

more coverage

Hello Giggles
papermag
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Itsoktojudge_Press_logo_TemplateAdweek
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toofab
msn
xtra
out
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THE WORK 

the wORK

THE RESULTS

THE RESULTS

60%

60%

60%

60%

60%

Growth Vs. Rest
of the Tea Category

Growth Vs. Rest
of the Tea Category

Growth Vs. Rest
of the Tea Category

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600+ MM

600+ MM

600+ MM

600+ MM

600+ MM

Earned Media
Impressions

Impressions

Earned Media
Impressions

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188%

188%

188%

188%

180%

Increased Share
of Voice on Social

Increased Share
of Voice on Social

Increased Share
of Voice on Social

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20%

20%

20%

20%

20%

Increase in
Weekly Sales

 

Increase in
Weekly Sales

 

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See you in a year for the next session of camp tazo