Bigelow Tea launches Hispanic effort.

Bigelow Tea announced that it is launching its first national marketing campaign to extend its existing brand awareness and loyalty to Hispanic tea drinkers.

The new campaign is called, “Dale Sabor a Tu Vida” (Add Flavor to Your Life), and reflects the quality and flavor difference of Bigelow Tea’s more than 80 varieties of flavored, traditional, green, organic green, herbal, decaffeinated, and iced teas.

“Hispanics are a very important part of our consumer base and the research clearly shows that, as consumers, they remain loyal to brands based on taste and quality, both areas where Bigelow Tea differentiates itself,” said Cindi Bigelow, President, Bigelow Tea. “The theme ‘Dale Sabor a Tu Vida’ echoes this sentiment as well as reflects a passion and zest for adding flavor to your life that is culturally-relevant.”

The campaign, created by Bauzá & Associates, begins with a newspaper insert that will be distributed in mid-February in Miami, Los Angeles, Houston and New York City. Future
campaign plans include a Spanish-language website, print advertising, direct mail, public relations as well as event support and promotional sampling in cities like Miami.

Bigelow Tea has Spanish-language packaging on select tea varieties in key markets, and has conducted previous direct-marketing campaigns based on its general market concepts.

“Bigelow Tea is very proud of the relationship we have established with the Hispanic customer. We are now looking to expand our efforts by enhancing our communication and servicing our customers in a more culturally-relevant manner,” said Cindi Bigelow. “As a family-owned company for more than 60 years, we are focused on consistently delivering the highest quality teas to all of our customers.”