Celestial Seasonings, Inc.: Soothing Teas For A Nervous World campaign

The company that made herbal tea popular during the 1970s—and remained the industry leader for three decades—established brand awareness through the use of evocative artwork on its packages and in its print ads.

Celestial Seasonings, Inc.: Soothing Teas For A Nervous World campaign

Susan Risland

Overview

The company that made herbal tea popular during the 1970s—and remained the industry leader for three decades—established brand awareness through the use of evocative artwork on its packages and in its print ads. With the "Soothing Teas for a Nervous World" campaign, Celestial Seasonings, Inc., called attention to its unique packages by featuring them prominently in magazine advertisements. The ads also emphasized the message that herbal teas were calming, healthful, and caffeine-free beverages. One such ad, which appeared in Woman's Dayin 1981, depicted a steaming...

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