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 tea can free up time for other endeavors without compromising on taste. The messaging reflects the growing importance of hobbies for consumers over the past 20 years, per recent Gallup research as well as company research showing nearly 90% of consumers believe Pure Leaf Unsweetened Iced Tea tastes like homemade iced tea.
Two 15-second spots show the DIY-icon enjoying her hobbies. In one, she uses a chainsaw to make her own chairs. In the second, she plays the harp. The choice to use “Still D.R.E.” is a clever way of incorporating Snoop Dogg, with whom she often partners on brand initiatives. In both spots, she states that Pure Leaf is brewed to the same standards she brews her own tea. Each spot ends with her saying, “Don’t do it yourself, leave it to Pure Leaf iced tea.”
Pure Leaf’s choice of a spokesperson for this campaign underscores the enduring relevance of Martha Stewart as a celebrity who can connect with consumers across a range of age groups and interests. This year alone, she has appeared in a campaign for Oreo in the metaverse, one for Tito's vodka that similarly made fun of her DIY reputation and an effort for BIC that saw her team up with Snoop Dogg and Willie Nelson.
Pure Leaf has often turned to famous personalities for their campaigns. Last year, the Pepsi Lipton Tea partnership brand worked with Coco Jones to set up a “hotline” for women needing advice.
Correction: This article has been updated to reflect the accurate dates of the giveaway
