The prominent coffee house was branching into the tea category and tasked SMART with creating a campaign that would appeal to tea aficionados.
Truly, madly, steeply was brewing.
Leveraging off the distinctive pattern on the packaging, SMART created a product website, series of posters and combination of brand and product advertorials for each of the different varieties of tea that invited people to escape, discover, relax with and catch up over the different flavours. Magazine support ran featuring Donna Hay as stylist for Gloria Jean's for the Donna Hay Magazine.
Blends included English Breakfast, Madagascar Chai, Tropical Green, Sweet Peppermint, Vanilla Black, Superberry Pomegranate and Rose Petal Green.