a Proving Democracy is Alive ... and Dead | Carmichael Lynch Relate
Celestial Seasonings

Proving Democracy is Alive ... and Dead

Categories: Food & Nutrition Work

Celestial Seasonings has a history of blending tea with social activism. One of the original socially conscious brands, it was founded by a hippie in 1969 and grew to become one of the largest herbal tea companies. Yet it wasn’t getting enough credit for its good works.

Our challenge: Drive consideration for Celestial Seasonings tea by showcasing its deep-seated values in a modern way.


We united Celestial Seasonings with its musical soulmate — the Grateful Dead. Partnering with HeadCount.org, a voter registration organization affiliated with the music industry, we created a limited-edition tea, “Ramble On Rose,” named after a Dead song. The only way to get it? Register to vote.

Driving fans to Celestial Seasonings’ website via its social channels, we offered free boxes of the tea in return for voter registration. On the site were stunning images of the tea package, featuring custom art by a legendary Dead artist.

Finally, we synced up efforts at a music festival headlined by original members of the Grateful Dead, where fans could register to vote and receive the coveted tea.


More than 2,000 voters registered, exceeding the KPI by 300%. Media “rambled on” about it to the tune of 5.5 million earned impressions, driving voter registration. Social conversation at launch was 184% greater than the year prior. Social posts reached 395,000 people, with 100% positive net sentiment. And in an important election year, one tea company was proud to keep stirring the pot.