As initially reported in MarketingDaily on October 19, “hip and funky” brand Good Earth Tea is dispensing samples at offbeat venues like tattoo parlors, vintage clothing stores, and art museums in San Francisco and Los Angeles as part of its efforts to reposition itself as an adventurous brand.
From Oct. 12 to 31, the brand’s “Untamed Moments Tour” is sending young men and women, riding branded, vintage-style bikes, into “hot hangouts” in those metro areas, using a branded van to transport the team throughout the regions.
Tour stops include San Francisco’s Mission District, Golden Gate Park, Haight Ashbury and Soma neighborhoods, and L.A.’s downtown, West Hollywood and Silver Lake areas. Good Earth Tea worked with Brand Connections to identify tour locations that would reach the brand’s “adventurous” consumers and execute the tour.
The tour is designed to “bring the brand to life, personifying the intriguing nature of our tea blends,” said Good Earth marketing executive Anna Corini.
Good Earth is promoting the tour stops, along with a Twitter-based “Untamed Moments” contest, through its Twitter account (currently about 3,300 followers). And Facebook page (currently 28,000-plus “likes”).
In the contest, entrants submit a photo (through Dec. 31) of an “untamed moment” (which may or may not include the sampling team and tour van), along with a requisite 140-characters-or-fewer caption, to win chances for an eight-day/seven night “glamping” trip-for-two from Las Vegas to the Grand Canyon and beyond.
What’s “glamping”? According to Good Earth’s Twitter site, it’s a “glamorous mix of deluxe camping, spa time and luxury accommodations -- no ‘roughing it’ required.”
Good Earth Tea is part of Tata Group, which also includes Eight O’Clock Coffee and Tetley Tea.