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Good Earth Tea Revamps Brand

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Good Earth Teas Inc., maker of bold herbal tea fusions, has relaunched the brand, complete with new product names, revamped fusions as well as a new look and feel. Built around Good Earth’s “Tea Untamed” mantra, all aspects of the brand now embody the belief that tea is potent and powerful and, like life, should be explored and experienced.  Additionally, the relaunch embraces Good Earth’s rich blending history while looking toward an exciting future where tea breaks conventional boundaries to become part of a lifestyle full of endless possibilities, according to the New Jersey-based company.

Good Earth Tea_Cocoa TangoFans of Good Earth Tea will find that many of their favorite flavors are still available, but they have been made over with new names, new packaging and supercharged taste. The revamp was first hinted at early this year with the introduction of two new flavors: chocolate and chili-flavored Cocoa Tango and the tart and sweet Sweetly Twisted fusions. The brand’s signature Sweet & Spicy remains the same, but other flavors boast new names like Citrus Kiss, Wild Chaild and Matcha Maker. In addition to their outside makeovers, the fusions have been remixed to enhance the flavors and increase the intensity of each combination—all without any artificial ingredients, the company says.

“Good Earth Teas are so unique and flavorful that we wanted the packaging and names of the blends to better reflect what is on the inside,” said Anna Corini, marketing executive at Good Earth. “There is a real difference between drinking tea and drinking Good Earth—and we want people to experience the untamed nature of our fusions on all sensory levels, from their first view of our packaging to the aromas and with each and every sip of these unparalleled teas.”

The rebranding effort is visible in all Good Earth assets, including a redesigned website that reflects the brand’s Good Earth Tea Citrus Kissnew personality and attitude. To personalize the online experience, the site features interactive elements like the “Mix Master,” where visitors can test out combinations of different Good Earth flavors to see how they work together.  A new “Flavor Me This” app and sweepstakes on the brand’s Facebook page presents a quiz that matches users with a Good Earth fusion, depending on their answers to questions about their style and personality traits.

The relaunch also will focus on speaking to a new audience that the brand says it feels will embrace its quirky personality. A campaign focused on “Untaming the Tea Occasion” will utilize celebrity partnerships and social media tactics to present actionable tips and new ideas for bringing tea into dynamic, modern, social situations. An internet media tour and Twitter party in November with celebrity lifestyle expert Jamie Krell will center on creative ways to incorporate the tea-drinking experience and Good Earth’s unique fusions into gatherings of girlfriends, bringing the new brand personality to life.

The new Good Earth Tea flavors and packaging will roll out throughout the fall, available on the brand’s website— goodearth.com—and with an in-store concentration in West Coast markets.


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