Tazo: Brew the Unexpected by Virtue

Agency: Virtue
Client: Tazo
Date: Jan 2019
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Tazo is rolling out the first ad campaign for its new brand platform Brew The Unexpected, which is the first ad campaign to debut since its acquisition by Unilever. Brew the Unexpected is not your normal tea brand campaign, but one that’s rooted in the same sense of adventure as the brand’s founding principles. The first PR activation for Brew The Unexpected was the launch of Camp Tazo, which becomes a reality this spring.

Tazo believes life’s richest encounters and experiences come when we break free of our comfort zones and veer off the beaten path, as their late-founder Steve Smith did when he changed the tea world with his quest to discover and create Tazo’s unexpected tea blends. The new ads underscore these bold and unexpected flavors that are in every cup of Tazo tea by featuring surprising twists on seemingly routine moments.

The spots are beginning to phase into market this week and will reach across video, display, social and cinema. Virtue Worldwide, the creative agency by Vice and creative AOR for Tazo, was responsible for the strategic and creative development of the Brew the Unexpected campaign platform and the new advertising assets.


Agency: Virtue

Client: Tazo

Campaign: 'Brew The Unexpected'

Chief Creative Officer: Cameron Farrelly

Group Creative Director: Heather Pieske

Creative Director: Tim Harrington, Nicole James

Copywriter: Jen Hubbard, Noah Sacksteder

Art Director: Laura Bailey

Head of Production: Jill Rothman

Producer: Peter Feldman

Integrated Producer: Margaret Barnard

Head of Strategy: RG Logan

Associate Strategy Director: Mathoto Matsetela

Strategist: Tai Koga

Media Manager: Taylor Delbridge

Head of Client Services: Adam Katzenback

Client Partner: Kim Young

Associate Account Director: Rob Gerlach

Production Company: Tool

Production Services: Tonic Films

Director: Shawn Z

DP: German Lammers

Executive Producer: Preston Garrett

Executive Producer: Susie Neill

Producer: Jeff Tanner

Post Producer: Susan Grossman

Editor: Dick Gordon

Assistant Editor: Oscar Torres

Color: MPC

Colorist: James Tillett

Conform/Flame: Marcello Amati

Sound: Sound Lounge

Recording Engineer/Mixer: Tom Jucarone

Music: Big Sync

Producer: Alexandra Carlsson Norlin