Tazo

Challenge

Following the purchase of Teavana, the Tazo team needed to ensure future growth within the Starbucks tea portfolio. Using the brand refresh as the foundation, they were challenged to fill their product pipeline with innovation opportunities for the short, medium and long-term, and they asked Bulldog Drummond to help them do it.

Result

Using their brand promise as inspiration, we designed an innovation journey to build a roadmap for product innovation at Tazo. Looking at market trends and competitive brands and mining the creative minds of their own team, we explored innovation territories rooted in the new brand work. From these territories, we narrowed to product concepts that were then tested with consumers both qualitatively and quantitatively. The end result was a range of short- and medium-term platforms and a range of opportunities that they’ll continue to explore for longer term growth. Tazo is primed to do big things now and well into the future.

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“Working with the Bulldog team allowed us to explore our past in order to take a fresh look at our future.”

-Sarah Conklin, Director Tea