Pure Leaf Iced Tea is launching its first television spot to communicate the brand's unique selling feature -- teas made from leaves not powders or concentrates.
Here's the commercial.
The effort also includes the "Real Leaf Brewery," a mobile installation that demonstrates the brewing process, and is part of a national sampling/culinary tasting tour. After launching on April 16th with spokesperson (and "Top Chef" judge) Gail Simmons on hand, it will make its first tour stop at the Austin Food & Wine Festival.
The brand has also redesigned its Tumblr page as a destination for tea tips, and Simmons, with her videos appearing on YouTube as well. Online and social media will also feature recipes and tips from other culinary notables including Dani Spies of "Clean and Delicious," and Lacey Baier of "A Sweet Pea Chef." (Lukovitz, 2015)
So what do you think? Is the strategy compelling? Which media tactics do you think will be most effective? Will the campaign sell lots of tea?
Lukovitz, K. (2015, April 20) Pure Leaf Iced tea Debuts First TV Spot. mediapost.com. Retrieved April 23, 2015, from http://www.mediapost.com/publications/article/248043/pure-leaf-iced-tea-debuts-first-tv-spot.html?edition=82180