As a coffee lover, I almost never particularly order tea, much less bottled tea at Starbucks. But Tazo Tea made a quick yet curious impression on me. As my grandmother loosened the cap on her fresh Peach Tazo Tea, I noticed it had a legend on it: “Visit Tazo.com to get your Tea Leaf reading”.
Immediately my mind traveled. It’s a niche market, but important enough that Tazo has approached it. Sensible people, who are concerned with their body and mind (although let me tell you Tazo might have a sugar or two too many) may also be interested in matters of esoteric nature, spiritual needs, and so forth.
As I surfed the page and disarmed my Pop-Up Blocker, a nice interactive notebook comes up the screen redirecting you to your Tea Leaf reading. Suddenly, a Mr. Clean-like ancient man appears on the right ready to tell you a story about yourself.
It’s pretty basic PG-13 entertainment, but it feeds the curiosity of the Tea drinker– and in this case, a coffee lover lost in her own curiosity as well. Anyway, the point here? Reaching out to pull the consumer in.