Traditional Medicinals taps Rowland to grow its herbal tea brands

NEW YORK: Traditional Medicinals has awarded a six-figure-plus brand-building program to Rowland Communications.

NEW YORK: Traditional Medicinals has awarded a six-figure-plus brand-building program to Rowland Communications.

NEW YORK: Traditional Medicinals has awarded a six-figure-plus

brand-building program to Rowland Communications.



The firm beat out several firms, including Cohn & Wolfe and Kratz &

Jensen, in a two-month bidding war for the business. The assignment will

be shared between Rowland offices in New York and Canada, and will

comprise a range of PR functions, emphasizing trade and professional

relations.



The account, which will tap the agency’s healthcare and branding

expertise, proposes a significant challenge for Rowland. While

Traditional’s herbal teas generated sales of dollars 30 million in the

US and dollars 6 million in Canada last year, brand recognition is

practically non-existent in both countries.



Michael Langenborg, VP of marketing, said the company hopes to change

this over the course of the next two to three years. The budget for the

first year of the campaign will fall between dollars 500,000 and dollars

700,000, at least one-third of which will be spent in the US.



Traditional’s CEO Drake Sadler said he is concerned by ’increasing

competition from non-medicinal tea companies’ within the sector. To

counter that, the campaign will feature educational aspects as well,

according to Rowland EVP Donna Ramer.



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