Out-of-Home Ad Campaign

Celestial Seasonings Sleepytime Tea

Myself and two partners were given the assignment to create an OOH themed ad campaign for Celestial Seasonings Sleepytime Tea. We put together a creative brief and three different campaign strategies- Feature, Honesty, and Shock.

Each one had copy and some concept work for a billboard, a direct mailer, a public transportation ad, and a catalog description. 

Creative Brief

1.     Creative Strategy Statement: To convince millennials living in urban areas that Celestial Seasonings Sleepytime Extra Tea is an all-natural drink that will help you fall asleep quickly after a long day or night.        

 

2.     What is the brand’s character or personality?

A bear is the character. He is cuddly, warm, cozy, adaptable to the season, and charismatic.

 

3.     Why does the brand advertise? To raise awareness of their brand and flavor options and to get more millennials to drink hot tea.

 

4.     Who is the audience? Females and males, millennials, city startups, self-expressers.

 

5.     What do they currently think? It’s for older generations, holidays/winter time, something to drink when sick, a drink before bed, a substitute for coffee.

 

6.     What do you want them to think? It’s a healthy and relaxing way to end the day and wind down. It’s a great way to help you fall asleep. It’s trendy for younger people, not just older people.

 

7.     Why should they buy this product? Because it’s a healthy and natural alternative to other sleep-inducing products. It is becoming “trendy” for younger people to drink.

 

8.     What is the big message you want them to know? It is a healthy and natural sleep aid that does the trick after a long day at work or a longer night at the club.

 

9.     What kind of tactics? Feature strategy, honesty strategy, surprise/shock strategy

Feature Strategy

Sleepytime Extra is an all-natural sleep inducer.

Bear in the visuals.

 

Billboard:

Guaranteed Hibernation with Celestial Seasonings Sleepytime Extra Tea This Winter.

Visit celestialseasonings.com to learn more.

 

Transit:

Wild Night + No Tea = One Grizzly Night’s Sleep

Wild Night + Celestial Seasonings Sleepytime Extra = Hibernation

 

Direct Mail:

Outside: How do bears hibernate during the winter?

Inside: They drink all-natural Celestial Seasonings Sleepytime Extra with Valerian root! Valerian root is a natural substitute for over the counter sleep aids that have negative side effects on both your body and your sleep cycle. Sleepytime Extra also contains chamomile and other soothing herbs. So if you’re an insomniac, or have just had a long day at school or work and need to unwind, this tea will do the trick in a healthy way.

 

Catalog:

What is the #1 tip given by bears for that perfect winter night’s sleep?

Celestial Seasonings Sleepytime Extra Tea:

-All-natural valerian root has been used to induce sleep for thousands of years.

-Like catnip, valerian makes cats frisky - it has the opposite effect on people.

-No artificial flavors, colors, or preservatives. It’s gluten and caffeine free!

Honesty Strategy

We know it isn’t the coolest thing ever, but it gets the

job done.

Billboard:

Tea hasn’t been cool since that one Party in 1773. Let’s put it back on the table. Available at your

local grocer.

 

Transit:

Tea’s been on the backburner since that one Party in 1773, but it’s time to reheat the conversation. All-natural relaxation without the sedation. Scan the QR code to learn more.

 

Direct Mail:

Outside: We’ve been bored since that Tea Party in 1773. But we’re back…

Inside: Celestial Seasonings Sleepytime Extra Tea is reheating the conversation and we’ve got the good stuff: all-natural tea that will put you right to sleep.

If you want to learn more about Celestial’s Sleepytime Extra, scan the QR code below. We’ve got all the nitty gritty details on what exactly you’re drinking. And oh yes, there’s also a chat room option. We’re here to answer any questions you may have. So please, ask us anything!
 

Catalog:

It’s been 244 years since the last good tea party.

We figure it’s time for another.

Celestial Seasonings Sleepytime Extra Tea:

-All-natural valerian root has been used to induce sleep for thousands of years.

-Like catnip, valerian makes cats frisky - it has the opposite effect on people.

-No artificial flavors, colors, or preservatives. It’s gluten and caffeine free!

Shock Strategy

Whether coming home from work or a party, get the best rest you can.

 

Billboard:

No matter how wild you are, you still gotta sleep.

All-natural Celestial Seasonings Sleepytime Extra Tea is here to help.

 

Transit:

Hey party animals- bearly sleep last night?

Celestial Seasonings Sleepytime Extra Tea is here

to help.

 

Direct Mail:

On outside -- “Welcome to the wild side.”

On inside -- “We’re just chillin’ here. Don’t get us wrong, wild nights are the best kind of nights. But every night has to end. Why not end with some relaxing tea? Celestial Seasonings Sleepytime Extra has an all-natural formula with valerian root, chamomile, and other soothing herbs that is perfect after a long day or night.

Celestial Sleepytime Extra Tea: it’s wildly helpful.

Visit http://www.celestialseasonings.com/products/herbal/sleepytime-extra to learn more, purchase some tea, or find a store near you!


 

Catalog: 

How The Wild Ones Sleep

 

Celestial Sleepytime Extra Tea:

-All-natural valerian root has been used to induce sleep for thousands of years.

-Like catnip, valerian makes cats frisky - it has the opposite effect on people.

-No artificial flavors, colors, or preservatives. It’s gluten and caffeine free!