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Gold Peak Tea reclaims the simple life during tough times.
The focus of this conceptual campaign for Coca-Cola’s Gold Peak Tea was “reclaiming simple everyday pleasures.” Poised to gain ground in the highly competitive tea market, Gold Peak needed to increase brand awareness, drive trial, and build brand advocacy.
Conceived during the peak of the economic recession, this campaign concept tapped into the need for people to save money but still make the most out of everyday life. These everyday pleasures include reconnecting with friends and family and creating quality moments by doing easy, free activities like planting a tree, having a picnic, or stargazing.
We strategized far beyond the brand website, proposing other elements like a “what to do” activity suggestion widget, a digital consumer-generated recipe book, celebrity chef involvement, and more.