In the last few years, the wellness tea market in the US has become increasingly competitive. I was asked by Yogi’s advertising partner to dig in to what makes people in America turn to functional tea. Through extensive secondary research and a mobile ethnography, we found that wellness tea drinkers are driven by a desire for control, but that pursuing wellness often left them feeling out of control. Tea, for them, was one area of their life where ‘control’ and balance came easily. Using the insight that drinking tea is not a passive act, the agency was able to craft a distinctive and differentiating campaign.