The Learning Curve

New tricks for an old dog.

Marketing from the fringe

Forty years ago Celestial Seasoning packaged herbal teas was on the cultural fringe.  It could be found in college communities, health food stores, and California, but nowhere else.  These days Celestial Seasoning teas are mainstream and can be found in Walmart.

When the really bad idea of bottled water became immensly popular, it seems a natural fit for Celestial Seasoning, the company, to jump into the market with bottle tea, but they didn’t.  What went wrong here?

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Written by Tom Fox

08/17/2010 at 3:14 pm

Posted in Brands, Marketing

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