Celestial Seasonings had a dip in sales, as the brand fell in the ‘sameness’ trap of its own category— becoming too serious, sterile, and similar to others. We reconnected with tea drinkers to remind them Celestial Seasonings is the comforting, inviting companion they’ve always held dear. The Magic of Tea campaign shows that every cup of tea is a doorway to discovery, using iconic packaging as the catalyst to explore and imagine.