This Integrated Marketing Campaign (IMC) focused on designing packaging, print and web advertising, and promotional materials for a sustainable product tied to a meaningful initiative. The semester’s theme was centered around CBD—a non-psychoactive component of cannabis known for its health benefits. My group developed an all-natural, eco-friendly CBD-infused loose-leaf tea with a vintage aesthetic, blending mystical and fantasy elements to create a unique and cohesive brand experience.
For our point of purchase, we introduced Dollar Tea Days, a yearly event where customers can sample our CBD-infused tea for just a dollar. Since CBD products can be costly, this event gives people an affordable way to experience our tea. To enhance the mystical and fantasy elements of our brand, we partnered with the final season of Game of Thrones.
Additionally, we designed branded merchandise such as mugs, tea infusers, and travel mugs, which would be sold at Starbucks locations and on our website. Starbucks, as our parent brand, plays a key role in supporting and amplifying our mission.
The Elixir app allows customers to shop our teas and merchandise or locate the nearest store. It also provides educational resources on CBD and how to pair it with our teas for enhanced benefits.
Social media is key to building our brand. Our campaign highlights merchandise, upcoming events, and the benefits of our teas, showing how they can enhance well-being.
