TEAMING UP: IS IT HELPING OR HURTING?

By Nikki Vergakes, Chapter Member

 

133db6f0-cf03-11e3-9650-bf8e0363f6c6_Teavana-Oprah-Chai_700You pat my back, I pat yours. Sometimes it’s the way the world goes around. In the world of advertisng and public relations, it’s one of the best ways to get results. Companies can team up many ways, either collaborating on making a product, or collaborating on a campaign. Teaming up with other companies and organization is an efficient way to boost sales and put the company out there in the philanthropy world.

One of the most recent and well-executed collaborations campaigns out there is the “Oprah Winfrey Chai Latte” campaigns. There are so many companies involved, the boiler plate was almost as long as the news release itself. At first I almost needed a map to navigate through the news release, but now that I’ve connected all the dots, I understand its magic.

 

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Oprah Winfrey, media and philanthropy superstar is excited about her new campaign.

Here’s how it works. Oprah concocted her own tea mix with Teavana’s lead teaologist, or tea-maker, Naoko Tsonsuda. It yields a mix of cinnamon, ginger, caradomom and cloves, blended with loose-leaf black tea and rooibos. You can purchase it at any Starbucks hot or iced. The proceeds will go to the Oprah Winfrey Leadership Academy Foundation, which supports education that will turn into higher education for young women. They also work with Girls Inc.

I know that when I think of Starbucks, I think of coffee, not tea. That’s the beauty behind this campaign. Firstly, it is nice that a big name like Oprah has her own blend in a major coffee provider and by purchasing it you’re helping a young woman’s future. However this is how Starbucks is delving into the tea-sphere. Since Starbucks purchased Teavana, Starbucks stores will soon be selling all different types of tea and tea merchandise. They will even be selling tea-inspired food!

The timing of this campaign is even more perfect because it’s right in time for mother’s day. Everyone is feeling sentimental and we all want to give back. Perhaps your mother loves Oprah and you want to treat her to a chai, or you want to support the future mothers out there.

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All in all I thought this was a very smart move for Oprah, Starbucks, Teavana, and the Oprah Winfrey Leadership Academy. This is proof that teamwork can get you further.

PHOTO CREDIT:

http://news.starbucks.com/news/starbucks-and-oprah-winfrey-come-together-to-create-teavana-oprah-chai-tea

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