Founded by herbalists in 1974, Traditional Medicinals established a loyal—yet somewhat limited—following of dedicated herbal tea drinkers. The challenge? Make the brand more people’s cup of tea. Leveraging the growing obsession with plants, we rooted our strategy in Traditional Medicinals’ deep commitment to quality, while connecting the brand to highly relevant need states like digestive health, sleep and stress reduction. We also created opportunities for the brand’s herbalists to speak as authentic voices – engaging in ways no paid ads could accomplish. Being trend-right and daily-relevant established a leadership position that helped unlock tremendous growth.