PURE LEAF

BACKGROUND

Pure Leaf was one of the first ready-to-drink Iced Tea brand to claim “real brewed” credentials, but was facing a decline in sales as consumers increasingly opted for their own homemade tea. While consumers respected Pure Leaf as real tea, they still weren’t choosing it over their DIY versions. The challenge was to encourage DIY tea enthusiasts to choose Pure Leaf for some occasions, proving it tastes just as good as what they make at home.

STRATEGY

DIYers take pride in making their own tea, holding themselves to high standards and believing no one can match the quality they achieve. Pulled from the insight that while home-brewing yields great results, it requires time and patience they don’t always have. For some occasions, choosing Pure Leaf would give them time back without compromising on taste. By emphasizing that Pure Leaf is as carefully crafted as their own, it was positioned it as the perfect alternative when standards remain high.

CREATIVE EXECUTION

Martha Stewart – queen of DIY – urges DIYers to "Don't Do It Yourself" (DDIY), demonstrating how Pure Leaf’s tea matches the quality of home-brewed. Martha uses her extra time to pick up new skills, proving you don’t need to brew it yourself to enjoy high-quality, real brewed tea.