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
