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
2 comments:
PepsiCo has crafted a strong campaign for Pure Leaf Iced Tea. With many stories in the news today about GMO food and other non-organics making their way into what we consume, there is heightened sensitivity about processed ingredients in food. The commercial is compelling and gives you a sense that you're drinking something wholesome. I believe that the redesigned Tumblr page will be a particularly vital part of this effort, as Tumbler has some over 400 million users and 217 million blogs, and reaches a large youth demographic aged 34 and under with considerable disposable income. Also, the collaboration with a respected natural foods guru like Youtube's Dani Spies should also lend credibility to the brand. Perhaps I'll be following the leaf!
First off, the brand needs to keep is association with PepsiCo as distant as possible. Health conscious consumers as well as those looking for natural products not purchase Pure Leaf actively knowing it is a PepsiCo product. I do think the campaign will be a great success. Free samples and demonstrations are a great way to increase brand awareness and get new consumers. Secondly, the mobile tea set up is very similar to food trucks, which have taken over the food segment. It’s going to showcase Pure Leaf’s cool factor to consumers right from the start. The backing of culinary notables will surely give the brand credibility, which like all health products, is the most important thing to consider.
Bradley
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