##Summary
Cozy is where every tea brand already lives. Kettleby's sharper route is what people do with tea in October: they hold it.
##Hold on to October
The hook, from Maya: “So the line is: Hold on to October.” Tea as a hand warmer with a flavor. Warm, a little funny, and only true in autumn.
##Tests
•Hold on to October against the cozy line. Same spend, two weeks.
##Icebox
•The mascot. Loved, not this round.
##Next steps
You: three headlines on the hold idea, tonight
Dev: set up the two-week test