Amy Poehler And Pure Leaf Iced Tea Teach Us The Art Of No-ing With A New Purpose-Led Campaign
The comedian lends her voice to Pure Leaf’s “No Is Beautiful” campaign, encouraging us to say “no” to the things that don’t matter – in tea and in life – so we can say “yes” to more of the things that do
PURCHASE, N.Y. (February 26, 2020) – PepsiCo, Inc. (NASDAQ: PEP) Pure Leaf, the premium iced tea brand that believes there is no shortcut to making exceptional iced tea, unveils its first-ever purpose-driven campaign: “No Is Beautiful.” The campaign is derived from and celebrates the way Pure Leaf embraces the word ‘no’ when brewing iced tea. The brand says no to artificial flavors, no to tea powders and concentrate, and no to anything that doesn’t make Pure Leaf taste better. “No Is Beautiful” aims to inspire people to say “no” to the things that do not matter in tea and in life, so they can say “yes” to more of the things that do.
New research conducted by Pure Leaf reveals that always saying yes and over-committing is a major problem, where almost 70% of both men and women revealed feeling some pressure, especially in their professional lives. This burden is leading to unprecedented stress, particularly for women, half of whom revealed that they don’t feel empowered to say no to things in their professional lives, while only a third (34%) of men share the same sentiment. Almost all women, 85%, agreed that taking on too many tasks negatively affects their quality of life and 86% agreed that being able to simply say no to more undesired asks would feel liberating.
“Saying no is at the heart of how we brew our iced tea,” said Katrina McDonald, Senior Director, Pepsi Lipton Partnership. “At Pure Leaf we embrace the beauty of saying no, but also understand that today’s society operates differently. To-do lists grow and there is overwhelming pressure to say yes to everything and do it all. We wanted this campaign to remind people that saying ‘yes’ to more ‘no’ isn’t always a bad thing because no is beautiful.”
While the brand can’t check off every item on everyone’s to do list, Pure Leaf understands the importance of starting somewhere. The brand is fully committed to helping normalize “no” in order to say “yes” to what really matters and the “No Is Beautiful” campaign is already coming to life in the following ways:
In addition to a 60-second TV ad currently on-air narrated by Amy Poehler (produced by DDB), Poehler also worked with Pure Leaf to launch a light-hearted digital series titled, Once Upon a No, which reimagines classic fairy tales to show how the word “no” can be beautiful. The series was directed by Poehler’s friend and former co-star, Rashida Jones, and debuts today in honor of National Tell a Fairy Tale Day. Out of home advertising and in-store retail amplifications will also cleverly depict the campaign message.
“There are times when I love the power of no, so of course I was happy to be part of this campaign when Pure Leaf shared it with me,” said actor and producer Amy Poehler. “The Once Upon a No videos are a fun way to show how you can change the outcome of an entire story with just one word, and getting the chance to be directed by my beautiful wife Rashida Jones put it over the top for me. Ironically, when Pure Leaf approached us both, it was easy to say yes!”
In celebration of “No Is Beautiful” and Once Upon a No, fans are also invited to rewrite and imagine their own fairy tale for a chance to win an illustrated version, and a once-in-a-lifetime fairy tale adventure. For official details and rules, visit www.OnceUponANo.com.
For consumers in New York City today, on National Tell a Fairy Tale Day, Pure Leaf will host an interactive experience in Times Square to submit a uniquely personal, re-written fairy tale on-site for a chance to appear on a jumbotron billboard in Times Square.
New Pure Leaf Cold Brew iced tea, which utilizes a “no rush” approach, hits shelves in early March. Its brewing time is three times longer, resulting in a smoother tasting iced tea. Sundance Film Festival attendees were able to get an exclusive taste of Pure Leaf Cold Brew iced tea at this year’s festival and beginning in March, Cold Brew will be available at retailers nationwide in three flavors: Slightly Sweet Black Tea, Slightly Sweet Black Tea with Mango, and Unsweetened.
Pure Leaf Herbal Iced Teas are also adding two new delicious flavors that will hit store shelves in March: Unsweetened Hibiscus Mango, and Raspberry Chamomile. Masterfully crafted and made from real-brewed herbal tea leaves, these new tea blends say no to caffeine and yes to flavor.
Pure Leaf will continue to partner with like-minded ambassadors like Poehler, including bestselling author of Fair Play, Eve Rodsky, to amplify the campaign message and offer resources for time management and prioritization.
The brand is working closely with Human Resource leaders within the Pepsi Lipton Partnership on ways of working that both reflect and encourage the “say ‘yes’ to more ‘no’” spirit both personally and professionally.
To learn more about Pure Leaf and No Is Beautiful, please visit www.pureleaf.com, and find us on Facebook, Instagram, Twitter and YouTube at @pureleaf.
Pure Leaf partnered with Ipsos to conduct a poll between November 25 - December 3, 2019. For this survey, a sample of roughly 2,661 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English. The sample includes 1,012 males, 1,649 females. This study had a credibility interval adjusted for design effect of the following (n=2,661, adjusted Confidence Interval=+/-3.7 percentage points). Additionally, the poll has a credibility interval or plus or minus 3.5 percentage points for males, plus or minus 2.8 percentage points for females.
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $67 billion in net revenue in 2019, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. "Winning with Purpose" reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com
About Unilever North America
Unilever is one of the world’s leading suppliers of Beauty & Personal Care, Home Care, and Foods & Refreshment products with sales in over 190 countries and reaching 2.5 billion consumers a day. In the United States and Canada, the portfolio includes brand icons such as: Axe, Ben & Jerry’s, Breyers, Degree, Dollar Shave Club, Dove, Hellmann’s, Klondike, Knorr, Lever 2000, Lipton, Love Beauty and Planet, Magnum, Nexxus, Noxzema, Pond’s, Popsicle, Pure Leaf, Q-tips, Seventh Generation, Simple, Sir Kensington’s, St. Ives, Suave, Talenti Gelato & Sorbetto, TAZO, TIGI, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Unilever’s Sustainable Living Plan (USLP) underpins the company’s strategy and commits to:
- Helping more than a billion people take action to improve their health and well-being by 2020.
- Halving the environmental impact of our products by 2030.
- Enhancing the livelihoods of millions of people by 2020.
The USLP creates value by driving growth and trust, eliminating costs and reducing risks. In 2018, the company’s Sustainable Living Brands grew 69% faster than the rest of the business, compared to 46% in 2017.
Since 2010 we have been taking action through the Unilever Sustainable Living Plan to help more than a billion people improve their health and well-being, halve our environmental footprint and enhance the livelihoods of millions of people as we grow our business. We have already made significant progress and continue to expand our ambition – most recently committing to ensure 100% of our plastic packaging is fully reusable, recyclable or compostable by 2025. While there is still more to do, we are proud to have been recognized in 2018 as sector leader in the Dow Jones Sustainability Index and as the top ranked company in the GlobeScan/SustainAbility Global Corporate Sustainability Leaders survey, for the eighth-consecutive year.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com
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Rena Daum (Manager Brand Communications, PepsiCo Beverages)
Sarah Ingram, Golin