Will you "follow the leaf" to PepsiCo's Pure Leaf Iced Tea?

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.

https://www.youtube.com/watch?v=SHT62h-wlss

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

Free Socks Anyone?

At $15 a pair Thorlos are not your typical socks.  Not surprisingly, Jeff Lawson, Director of Marketing, admits it's hard to convey, in ads, how comfortable their padded socks are.  So what's a marketer to do?  Thorlo thinks the answer is sampling. 

While the socks limit the number and size of sports related blisters, making them popular with athletes, the company sees their biggest opportunity in Adults 50+ who are experiencing aging related foot pain. 

The giveaway, which requires people to pay their own shipping and handling, is being made via email and social media has generated a 40% lift in the first week.  But of course the ultimate goal is to create loyal customers and increase their share of the sock drawer. (Mahoney, 2014)

So, have you ordered your free pair yet?  Will you?

Mahoney, S. (2014, April 11) Free Socks?  For Thorlos, Sampling Beats Advertising.  mediapost.com.  Retrieved April 11, 2014, from http://www.mediapost.com/publications/article/223421/free-socks-for-thorlos-sampling-beats-advertisin.html?edition=71748