Online book club bolsters Celestial rebranding push

BOULDER, CO: Celestial Seasonings has launched an online book club called "Adventure at Every Turn" to build upon its recent rebranding initiative.

BOULDER, CO: Celestial Seasonings has launched an online book club called "Adventure at Every Turn" to build upon its recent rebranding initiative.

Starting with CS Richardson's debut novel The End of the Alphabet, the club, which is located at CelestialSeasoningsBookClub. com, will expose members to themed tea selections and will feature a book published by Random House every other month.

"Our research [showed] that our consumers' preferred form of leisure activity is reading books, and 70% thought nothing was more important than friends and family," said Jennifer Stolte, senior brand manager at Celestial. "The book club was a perfect fit for bringing [its new brand theme] 'Tantalizing Adventures for the Senses' to life."

This past July, Celestial introduced new packaging, a new logo, and the new brand theme.

The rebranding effort focuses on differentiating product attributes, such as high-quality ingredients, variety, and uniqueness of flavors and aromas.

Burson-Marsteller is helping to promote the club launch through an integrated campaign that includes extensive media outreach, a sales and sampling component, and cross-promotional activities with Random House.

Burson sent out press kits, with teas outfitted in new packaging, to top food and lifestyle editors at dailies and national monthly food, women's interest, parenting, and health/fitness titles. The firm is also targeting bloggers with information on the book club.

Marketing efforts include tear pads on product displays and instant coupon information. Messaging will also be incorporated on sample postcards with tea bags distributed to select ski resorts.

Random House will feature the book club in its "Random News" section and e-newsletter. It also created a separate branded Web page for club members.

"Working with Random House builds credibility for the program and adds value for our members," Stolte noted.

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