TAZO
RZA x TAZO
Tea has long been associated with mindfulness and calm. As its calming tea category sales stagnated, TAZO Zen needed to prove that it was a different type of tea—not just one for relaxation, but one that helps people tackle different creative challenges and obstacles that they may be facing. So, we partnered with the RZA created series of Guided Explorations, a spoken-word album that guided listeners through creative exercises that broke down their mental roadblocks, infused with anecdotes from RZA himself.
We launched with a real life activation, getting users to sign up for Camp Tazo with the RZA.
We partnered with RZA to produce his first-ever spoken-word album, Guided Explorations, a 6-track EP that guided listeners through creative exercises to break down mental roadblocks, infused with anecdotes and active guidance from RZA himself over heavy hip-hop beats.
The Guided Explorations was used throughout the IRL Camp Tazo while at home users could access and engage on Spotify.
To engage users with the Guided Explorations even further, we created ‘Tazo Tea Rituals,’ where we
invited users to listen follow RZA’s guided meditations. Every week for 5 weeks, we launched an Instagram Live
and uploaded a template that followed the content of each track.
We also created a GIF pack on Giphy for users to use on their IG stories and templates, and to further organic reach.
