I remember drinking tea with my friend, Sheri.
This was back in the early '80's, and Celestial Seasonings was still relatively new to us, and we bought new tea if we liked the picture on the box, or if the quote impressed us. We didn't care if we actually liked the tea inside. We would save the empty boxes and pile them against our walls, arranging and rearranging them into pleasing patterns. The tea made us feel artsy and unique and creative, which is a lot to ask of a little tea bag. I never did like the Red Berry Zinger all that much, but it had a cool box, so I'd just put a lot of honey into the cup and drink it anyway.
This past summer I managed to take a tour of the Celestial Tea factory in Boulder, Colorado. It was more fun than I expected! But I realized as I watched the endless parade of neat and tidy little tea boxes on the assembly line that something like "artsy" and "unique" and "creative" can be used as marketing tools, and that they worked on me for a long time. I don't buy tea anymore unless I think I'll like the flavour. If I want to look at the boxes, I go to the store and look at them.