Yogi's Tea And Sympathy: Well Wishes Are On The Bag
Yogi Tea launched an online campaign guaranteed to brighten the day of countless tea lovers.
Yogi created a well wishes microsite where consumers could send online inspirational messages, written on a tea bag, to friends and loved ones. In addition to the customized e-card, recipients get a pair of Yogi tea bags in the mail.
Eight themed well-wishes tea sets are available: Healthy Glow, Rest, Energy, Immunity, Nurturing Mother, Purify, Deliciously Intriguing and Relax.
Senders can craft unique messages to friends or select from 18 existing options ranging from, "Hope you get your groove back," "Laughter is healthy" to "Stay well" and "You're a breath of fresh air."
The campaign was inspired by online conversations Yogi employees followed online, namely women sharing tips, recommendations and remedies on Twitter and Facebook.
Yogi wanted to take this idea a step further by including actual tea samples with users' well wishes.
More than 36,000 well wishes have been sent to date. Maxwell PR developed and executed the campaign.
Once users create an online greeting, they can explore a group of tea trees with clickable leaves, allowing visitors to read all well wishes.
When sending customized well wishes, however, senders are given the option to render their messages private or available to read on the trees. There's a limit of one well wish per home address.
According to Melanie Haliburton, Director, Yogi Brand, the cost of sending tea to users has been comparable to past direct mail sampling programs used.
"Yogi wanted to raise awareness of the brand among its core LOHAS (Lifestyles of Health and Sustainability) consumers while expanding its consumer base," said Haliburton. "Guided by Yogi's 'Flavor with Purpose' brand promise, Well-Wishes was designed to drive trial, generate online buzz and showcase Yogi's herbal and wellness expertise by featuring a variety of flavorful and functional teas."