C H A L L E N G E

For years, the calming tea category has relied on meditative cliches to market to the same homogeneous group of consumers. As category sales stagnated, TAZO Zen needed to prove that it was a different type of tea.

S T R A T E G Y

To appeal to a younger, previously untapped audience of tea drinkers, we reframed TAZO Zen as a way to unlock deep creative potential, instead of just another way to relax or unwind.

I D E A

We exploded the trendy format of guided meditations by creating a completely new kind of audio experience with legendary rapper and Zen Master, RZA. Together, we produced his first ever spoken-word album, Guided Explorations. The six-track EP guided listeners through creative exercises that broke down their mental roadblocks, infused with anecdotes from RZA himself. As for the soundtrack, we nixed the chants and chimes for bold, active guidance over heavy hip-hop beats.

We dropped the EP on every major streaming platform, generating over 1.5 billion total impressions on social, 940 articles, and a 17% sales increase of TAZO Zen tea.