Wednesday, December 12, 2007

Celestial Seasonings Book Club

(from a press release)
Tea Drinkers Experience an Adventure at Every Turn With a Book Club by Celestial Seasonings

Celestial Seasonings introduces "Adventure at Every Turn," a Web-based book club designed to bring to life the company's new positioning, "Tantalizing Adventures for the Senses." Celestial Seasonings is partnering with Random House, Inc. to feature noteworthy books that take readers on global adventures without leaving home to emphasize the worldly nature of Celestial Seasonings teas and the adventurous spirit of the company.

"Adventure at Every Turn" book club members gain access to themed tea selections, recipes using Celestial Seasonings teas as an ingredient, and decor, music and activity tips inspired by the featured book and designed to engage each of the senses. Along with downloadable book discussion guides and e-mail invitations, these features enable members to organize and host memorable, thought-provoking book discussion events.

The book club features a new book published by Random House, Inc. every other month beginning in December, and the introductory book selection is The End of the Alphabet by CS Richardson. Members will have access to content related to both the currently featured book and past selections at all times through the book club Web site.

To join, consumers are required to visit the Web site and submit UPC codes from two boxes of Celestial Seasonings tea. While quantities last, members will receive a book club starter kit designed to complement The End of the Alphabet. The kit features tea pairings and book club information, recipe cards and bookmarks to be shared with club members, and samples of Celestial Seasonings tea. The kit provides everything members need to host their first discussion group.

shop for tea books.

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Tea Party Girl said...

This seems like a marketing ploy to me that tea drinkers can do without Celestial Seasonings and Random House's help. We have to buy their tea and Random's books...kinda reminds me of being a kid and wanting the certain cereal box for the "prize". Not convinced it will work.

Rob said...

Here's another reason, the Human Rights Campaign lists Celestial Seasonings as a company to avoid in their 2008 Buyer's Guide. They ranked low based on inadequate policies that support GLBT people.

Before I heard this I signed up for their book club. Now I'm planning to compost my Celestial Seasonings tea.

Here's the link to their ranking: