Specialty tea maker Celestial Seasonings wanted to boost coverage for the second year of its sponsorship of the Red Dress Fashion Show for heart-health charity Heart Truth, having gotten little coverage the first time around. It brought in Burson-Marsteller to turn the charity work into an entire campaign touting tea's health benefits.
Strategy
Celestial Seasonings' customer base is mainly women; heart disease is one of the most pressing issues in women's health. Burson knew that connecting the charity sponsorship, health issue, and ...