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Changing the Stereotypes of Tea-Drinkers

How to create a new following for an old product

Hard-rock, "KISS"-painted-faces tea-drinkers.
A promotional photo for a tea-blend by Pitch Black North in collaboration with the band Cradle of Filth. Credit: CallyNicole Arsenault / Featured in NYT article

New approaches create new audiences - even for ancient products.

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