When Oprah Speaks, the Market Listens: How David’s Tea Won Big
From a small Canadian tea shop to Oprah’s global spotlight—David’s Tea proves that the right endorsement can change everything.
Editorial Team (ET)May 26, 2025
In 2013, a single moment transformed David’s Tea from a well-loved Canadian brand into a household name with global recognition. It wasn’t a multimillion-dollar ad campaign or a strategic business acquisition—it was a heartfelt endorsement from Oprah Winfrey herself.
Speaking to a sold-out crowd at Montreal’s Bell Centre, Oprah surprised everyone when she passionately declared David’s Tea her “new favorite tea.” She didn’t just mention it in passing—she repeated it multiple times, making it clear that she had fallen in love with the brand’s unique flavors and quality blends.
For a company that thrived on word-of-mouth marketing rather than traditional advertising, this was an unimaginable jackpot.
A Personal Touch That Made the Difference
David’s Tea had sent Oprah gifts of their premium tea selections before, but nothing had come of it—until that night. The company’s marketing team, led by employee Melanie Barbusci, had carefully curated a package filled with their best chai blends and an innovative tea mug, along with a handwritten note.
Oprah didn’t just accept the gift; she embraced it. She even called Barbusci by name on stage, acknowledging her passion for tea. That one personal touch turned a simple gift into a PR sensation.
The next day, Oprah took to social media, sharing her newfound love for David’s Tea with millions of followers on Twitter and Instagram. The brand’s name exploded overnight, reaching audiences far beyond its Canadian roots.
The Oprah Effect in Action
For those unfamiliar with the “Oprah Effect,” it’s the phenomenon where any product, book, or brand she endorses experiences an immediate and often massive surge in sales and popularity. This has happened countless times over the years, from beauty products to books on her famed reading list.
Marketing expert Demetrios Vakratsas described David’s Tea’s moment as “a dream placement.” Without spending a dime on advertising, they had secured a marketing win that most companies could only dream of.
Who Could Be the Next Big Name to Benefit?
Oprah’s endorsement of David’s Tea serves as a powerful reminder of the influence one person can have over an entire industry. But the question remains: who’s next?
In today’s media landscape, celebrity endorsements have taken on new forms. While Oprah’s stamp of approval remains iconic, other public figures wield immense influence over consumer behavior. Could the next viral brand shout-out come from Taylor Swift, whose loyal fan base has reshaped industries from vinyl records to professional football? Or perhaps Elon Musk, whose tweets alone can move markets?
Social media influencers, too, have filled the space once dominated by traditional celebrities. A single TikTok video can propel an unknown brand into the spotlight. The dynamics of influence are changing, but the core principle remains the same: authenticity matters.
The Lesson for Brands Today
David’s Tea didn’t rely on gimmicks or flashy ad campaigns to win Oprah over. They sent a product they truly believed in, accompanied by a personal touch. That strategy still holds weight today. Brands looking to capture the attention of influential figures need to offer something genuine, something memorable.
The next David’s Tea moment could happen anytime, to any brand bold enough to seize the opportunity. The only question is: who will be the next lucky recipient of a game-changing endorsement?
