Social posts drove fans to Celestial Seasonings’ website, where visitors found stunning images of the tea package featuring custom art by a legendary Dead artist.

Our “band road case” media kit featured the brand’s values story, a box of tea and collector-worthy items paying tribute to Dead artistry.

We then synced up efforts at a music festival where fans could register to vote to receive the coveted tea.

Media “Rambled On” to the tune of 5.5M earned impressions, driving voter registration. Social posts reached 395K people. Celestial Seasonings was proud to keep stirring the pot.