Dive Brief:
- Martha Stewart is encouraging consumers to ditch homemade iced tea in favor of Pure Leaf to free up time to focus on their hobbies, according to information shared with Marketing Dive.
- Two new spots show off the hobbies the do-it-yourself (DIY) maven has enjoyed by not brewing her own tea, such as woodworking and learning to play “Still D.R.E.” by Dr. Dre and Snoop Dogg on the harp.
- The brand, marketed as part of a collaboration between PepsiCo and Unilever, will give away 250 “Don’t Do It Yourself” kits to support its claim that Pure Leaf iced tea tastes the same as homemade. Each kit includes a glass pitcher, an ice cube mold, a wooden mixing spoon and dried fruit. The giveaway will run from Oct. 26 to Nov. 16.
Dive Insight:
Pure Leaf is banking on a counterintuitive partnership to convince consumers its iced tea is just as good as homemade. While Stewart is known for her DIY-attitude and projects, the Pure Leaf campaign argues against making iced tea at home because drinking the store-bought iced…
