STRATEGIST


Ads.

Spotify


Durex


Cafe Bustelo


Arizona   


Formula 2


Coca-Cola  

                                                                                                                              


Furniture.                             

Me.  











resume

newspaper

dominicmmilitello@gmail.com                     



Arizona Tea | Campaign | Stunt | Product Innovation





CHALLENGE

Reestablish Arizona Tea into cultural relevancy.


 





What is the Arizona Tea Company association with Arizona the state?

Nothing. The company is from Brooklyn.











CATEGORY TRUTH
Branding and naming is not always rooted in authenticity.


Brands are named and designed around what will look and sound interesting, not with much
explanation besides.



CONSUMER TRUTH
Unless promoted otherwise consumers will draw their own conclusions with there is no explanation.

A 2019 poll from Insider found that nearly 80% of people in the United States follow at least one unproven theory.

COMPANY TRUTH
Arizona Tea was originally to be named Santa Fe tea.

It changed to Arizona because the owner thought Arizona looked better on a can. But the public doesn’t know that...

KEY INSIGHT

With confusion comes conspiracy.
 



Since there is no real connection between the company and Arizona the state or Santa Fe New Mexico, let’s entice confusion around the brand.

When it comes to public conspiracy theories, extraterrestrial life is king.

2023 saw UFOs and aliens constantly in the news cycle.

We’re entering a new phase of UFO mania.

- The Atlantic 2023












STRATEGY


Stoke conspiracy around Arizona. By way of their naming history. 
Inspiring creative that brings the public into a story that connects the Arizona naming history to extraterrestrial intrigue.





IDEA





Product Innovation.

Santa Fe Tea.The Tea That Saves The World.
Arizona releases “Sante Fe” tea flavor. The flavor for Aliens. Harking back to the original name and tapping into the Alien history of New Mexico. It was the tea of choice for Aliens when they landed in Roswell, NM.


Awareness.


UFO Crash Stunt.
Arizona will crash land a “UFO” outside of Sante Fe, NM next to an Arizona billboard.

Building intrigue to Arizona’s connection to the Alien activity that surrounds New Mexico and Santa Fe Tea.

Arizona will create a conspiracy theory website here.





















Campaign.


The Tea that Saves the World.
Out of Home points towards where this fabled tea can be found for the aliens and the public.