• by Larissa Faw , September 15, 2016

Last year, Celestial Seasonings updated its packaging.  To drive consumer awareness of this brand refresh, parent company Hain Celestial Group got the word out via FSIs, in-store shelf signage, shopper marketing programs, social media and reduced pricing. 

But consumers took to the new look like soda drinkers took to the New Coke—not well.

"Our fans made it clear that our refreshed boxes were missing some of that special Celestial magic," says David Ziegert, general manager, Celestial Seasonings.

Sales declined, and "we’ve listened and are excited to return to our classic, imaginative package design." 

To support this transition, the company is introducing "The Magic Of Tea" integrated-marketing campaign that celebrates its iconic look and classic packaging. Created by Interpublic agency R/GA, the campaign will feature ads on Facebook, Amazon, Travel Channel and Real Simple.

Part of the mix is an experiential event in New York City scheduled for October.