Traditional Medicinals Takes Sustainable, Celeb-Friendly Marketing Approach

When you’re launching a campaign called “Voices are for Using, Not Losing,” it helps to have a major voice on your team.

So Traditional Medicinals, marketer of Throat Coat and other herbal teas, lozenges and capsules, tagged veteran rocker Dave Matthews.

“We found out that Dave was a fan of Throat Coat after we reached out to him to offer to send a care package with some of our products,” Kristel Corson, chief marketing officer at Traditional Medicinals, tells Marketing Daily. “He shared in response that he has been a fan for years.”

As a result, Traditional Medicinals is sponsoring an on-site Eco-Village during all 42 stops of The Dave Matthews Band’s current tour.

Eco-Village, which engages music fans on environmental issues and solutions, is run by the nonprofit Reverb. Traditional Medicinals will use the forum to educate concertgoers on how slippery elm, a key ingredient in Throat Coat, is sourced from farmers and agricultural workers in Appalachia. Visitors to Eco-Village can donate a dollar to the Appalachian Sustainable Development (ASD) nonprofit to win a guitar signed by Dave Matthews, with Traditional Medicinal committing up to $20,000 for ASD.



While Traditional Medicinals aims to team up with other entertainers in the future, Corson stresses that “it’s a priority for us to make these activations purposeful and authentic. We want to amplify how these artists may be using Throat Coat according to their preferences as part of their own voice care routine, and finding more ways to bring awareness to the work that ASD is doing to support the Appalachian community.” 

For now, though, Corson says that “Voices are for Using, Not Losing,” is also being activated on the brand’s Instagram and Facebook channels to “highlight the ways in which Throat Coat works to support the potential of consumers' voices, whether that be singing along at a concert, rooting for their favorite team, or being heard at a rally that aligns with their values.”

Traditional Medicinals will also extend the campaign to paid advertising and influencer marketing over the summer, she says.

Traditional Medicinals is working with integrated marketing agency Guru and  earned media agency Cinch PR on the campaign.

Next story loading loading..