Case Study: Tazo builds a future-growth product pipeline with Bulldog Drummond

Tazo builds a multi-year product pipeline with Bulldog Drummond

Tazo, a tea brand within the Starbucks portfolio, faced the challenge of ensuring its future growth following the purchase of Teavana. The team needed to build a robust product pipeline with innovation opportunities for the short, medium, and long term. They engaged Bulldog Drummond to help them achieve this using their recent brand refresh as a foundation.

Bulldog Drummond designed an innovation journey for Tazo, exploring new product territories by examining market trends and mining the creative ideas of the Tazo team. This process led to the development of product concepts that were tested both qualitatively and quantitatively with consumers. The result was a multi-year product pipeline filled with short- and medium-term platforms, priming the legacy brand for significant future growth.

Tazo