Tea Time
This past weekend I went to Colorado with a group of friends. We decided that one of the places we wanted to see was Boulder, CO. We shopped and ate lunch at the Pearl St. mall. While waiting for our food we looked at a tourist map trying to see where we would go next. Among the things to do there was a free tour of the Celestial Seasonings production plant. Free being our favorite price, we decided to take the tour. It was nice to see what actually goes into making a bag of tea. We learned that they are the largest specialty tea manufacturer in the United States, and have one of the most highly automated facility in the industry.
After reading Ogilvy’s section on marketing a started to think back to my trip to Boulder and my Celestial Seasonings’ tour. When one thinks of traditional, mainstream advertising, television ads first come to mind. I could not remember ever seeing a television ad for Celestial Seasonings. After doing some research on the Internet I was not able to find any television commercials.
They point of this blog is to show that advertising comes in many different forms. Ogilvy never really says what type of advertising he is talking about. He is just stating the importance of advertising as a marketing tool. Celestial Seasonings has taken a different approach to advertising. I learned from the tour that they are very selective and limited on the types of advertising they choose. The main form of advertising they use is company and brand recognition. Each new line of tea has a nationally recognized artist contracted to create unique artwork for the packaging. Here are a few examples.
Celestial Seasonings believes in their product quality, and prefer word of mouth advertising to increase customer base.
