Upton Tea Imports Campaign
This was a group project where we were instructed to come up with a creative brief, print ad copy, and a radio spot for Upton Tea Imports in order to solve their biggest issue: they do not have global recognition. We achieved this by utilizing a product-focused, quality strategy, as well as a consumer-focused "picture yourself" strategy. These strategies provided emphasizes on the quality that Upton Tea Imports guarantees, while reaching a wider demographic that purchases items based on quality, not price.
Contributors: Miranda Morrone, Sam Petrellese, Rebecca Smith, Grace Manganaro
Final Print Ad
Once my group and I started brainstorming, we decided we wanted to focus our copy on three strong adjectives that we found best described the company. This was the inspiration for our copy through this product-focused strategy.
Final Radio Ad
In addition to creating a radio spot based off the product-focused strategy for the print ad, we decided to make a consumer-focused strategy spot as well as the product-focused strategy. This version ended up being our favorite because it brought the listener on a journey through the different tea flavors we highlighted.
