Given a small budget to promote its hallmark flavors, I proposed a digital banner campaign associating Tadín with different states of mind. These teas, as I envisioned them, conjure feelings that would likely appeal to our target— working-class US Hispanics. From enjoying quiet moments alone to taking pride in work ethic, I’m positioning Tadín teas as the go-to aromatic beverage that could help people find their “essence”, la esencia de ti (a play on words with “tea” and the pronoun “ti”, “you”).