- Martha Stewart is encouraging consumers to ditch homemade iced tea in favor of Pure Leaf to release time to concentrate on their hobbies, in keeping with information shared with Marketing Dive.
- Two recent spots showcase the hobbies the do-it-yourself (DIY) maven has enjoyed by not brewing her own tea, equivalent to woodworking and learning to play “Still D.R.E.” by Dr. Dre and Snoop Dogg on the harp.
- The brand, marketed as a part of a collaboration between PepsiCo and Unilever, will give away 250 “Don’t Do It Yourself” kits to support its claim that Pure Leaf iced tea tastes similar to homemade. Each kit features a glass pitcher, an ice cube mold, a wood mixing spoon and dried fruit. The giveaway will run from Nov. 6 to Nov. 16.
Pure Leaf is banking on a counterintuitive partnership to persuade consumers its iced tea is just nearly as good as homemade. While Stewart is understood for her DIY-attitude and projects, the Pure Leaf campaign argues against making iced tea at home because drinking the store-bought iced tea can release time for other endeavors without compromising on taste. The messaging reflects the growing importance of hobbies for consumers over the past 20 years, per recent Gallup research in addition to company research showing 90% of consumers imagine Pure Leaf Unsweetened Iced Tea tastes like homemade iced tea.
Two 15-second spots show the DIY-icon having fun with her hobbies. In one, she uses a chainsaw to make her own chairs. In the second, she plays the harp. The selection to make use of “Still D.R.E.” is a clever way of incorporating Snoop Dogg, with whom she often partners on brand initiatives. In each spots, she states that Pure Leaf is brewed to the identical standards she brews her own tea. Each spot ends together with her saying, “Don’t do it yourself, leave it to Pure Leaf iced tea.”
Pure Leaf’s selection of a spokesperson for this campaign underscores the enduring relevance of Martha Stewart as a celeb who can connect with consumers across a variety of age groups and interests. This 12 months alone, she has appeared in a campaign for Oreo in the metaverse, one for Tito’s vodka that similarly made fun of her DIY fame and an effort for BIC that saw her team up with Snoop Dogg and Willie Nelson.
Pure Leaf has often turned to famous personalities for his or her campaigns. Last 12 months, the Pepsi Lipton Tea partnership brand worked with Coco Jones to establish a “hotline” for girls needing advice.
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