Traditional Medicinals
Brewing new growth while honoring ancient tradition
Strategy | Creative | Paid Media | Public Relations | Influencer Relations | Content Marketing | Crisis Communications
Founded by herbalists in 1974, Traditional Medicinals established a loyal—yet somewhat limited—following of dedicated herbal tea drinkers. The challenge? Make Traditional Medicinals more people’s cup of tea.
By demystifying the power of plants over the course of several integrated campaigns, spanning 7 years, Haberman helped drive double-digit sales growth 3 consecutive years in a row.
Campaign
Noting consumers’ growing obsession with plants, we rooted our strategy in Traditional Medicinals’ deep commitment to quality, both in how the brand sources plants and in the efficacy of the blends it formulates. Steeped in this reverence for herbalism’s ancient traditions, each campaign element conveyed the brand’s superior sip—from traditional print and out-of-home to digital video and more.
Content Marketing
The Plant Power Journal and ongoing brand media relations efforts, including support for the brand’s compelling social business initiatives, served as a consistent backdrop to each integrated campaign. Whenever possible and relevant, the voice of the Traditional Medicinals’ herbalists was central, making herbalism and herbal tea more approachable.
Public Relations
We brought forward Traditional Medicinals herbalists as authentic voices to further differentiate the brand and increase perception of Traditional Medicinals as the highest-quality and most efficacious tea. By getting ahead of cultural trends and leading the way, we firmly established Traditional Medicinals as one of the driving forces in plant-based wellness.
Cause Campaign
At Haberman, we thrive doing mission-driven work, so we were thrilled when Traditional Medicinals asked us to help them capture the impact of their cause-work. The Revive! Project is a social business partnership focused on reducing poverty and empowering women through organic agriculture in India. We created films that captured how nurturing and supporting sourcing communities can empower them in significant ways. A campaign was developed to promote the cause campaign in context of a larger marketing strategy to maintain the brand’s leadership position in the tea category.
The campaign is indicative of the increasing interest among shoppers in wellness products, an amorphous term that can refer to beverages like the Traditional Medicinals teas as well as foods, exercise and diet regimens, yoga clothing, how-to books and even spa vacations.
Stuart Elliot
The New York Times
Our collaboration with Traditionals Medicinals led to a 13% increase in unaided brand awareness. More specifically, consumers now know there are several ways to support their daily routine with Traditional Medicinals’ teas, both increasing tea consumption and encouraging further exploration of the brand’s broad portfolio. And The New York Times credits Traditional Medicinals with playing a key role in reviving herbalism popularity in America.
The campaign is indicative of the increasing interest among shoppers in wellness products, an amorphous term that can refer to beverages like the Traditional Medicinals teas as well as foods, exercise and diet regimens, yoga clothing, how-to books and even spa vacations.
Stuart Elliot
The New York Times