Showcase & Discover Creative Work Sign Up For Free
Hiring Talent? Post a Job

Bēhance

Tazo Life: Product Repositioning

  • 2242
  • 100
  • 8
  • OBJECTIVE:
    Take an existing product or service and rebrand it in order to reposition its market. This was a group project completed by Adam Koon and Justin Marimon. Tazo, Starbuck's in-house tea brand, is largely positioned as a premium tea for 30-50 year old Starbucks customers. Our challenge was to reposition it as a modern and relevant energy-tea brand.
     
    DESCRIPTION:
    Below you will find our solution. We chose to take Tazo Tea and recreate it as an energy drink beverage in order to reach a younger audience. We completely envisioned the new product, the packaging, the copywriting, advertising and launch-marketing. We repositioned the brand to compete with companies such as Monster, Red Bull, Coffee, and Arizona Tea.