Pure Leaf's brewed tea has a new line:
Mental Focus. The iced teas are made with 69mg of naturally occurring caffeine from black tea and added L-theanine to support focus.
To bring home that message, the brand enlisted Olympic
gold gymnast Jordan Chiles.
TBWA\Chiat\Day produced the “Uphill” creative, which includes :30, :15 and :06 ads run on
streaming platforms, digital video, social, audio and out-of-home. The Mental Focus spots are part of the brand’s broader positioning platform.
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The sugar-free brand offers two
flavors: peach and raspberry.
“My days move fast, and distractions can add up quickly,” said Chiles. “I’ve learned the biggest game changer is protecting my
focus. Pure Leaf Mental Focus helps support my attention so I can lock in on what matters and take on whatever comes next.”
“Jordan Chiles has competing at the highest
level, while balancing school, work, and real-life responsibilities, all while staying present in each moment. Her focus, resilience, and authenticity are what make her a strong partner for Pure Leaf
Mental Focus,” Zach Harris, VP/GM Pepsi Lipton Tea Partnership North America, told Agency Daily. “She reflects the reality of our target consumer, which makes her
both inspiring and deeply relatable.”
In addition, the brand is collaborating with digital wellness tool Brick to
introduce the Mental Focus Dock: a custom coaster that pairs Pure Leaf Mental Focus with Brick’s technology, which blocks distracting apps and sites. Store locations are found at
Pureleaf.com.
“We’ve all hit that afternoon slump where it feels like you’re pushing through an uphill battle. We brought this to life literally, with a 45° custom
hydraulic stage — showcasing the uphill battle of your afternoon and how a short, but meaningful, break with Pure Leaf can bring you back,” added Dustin Tomes, Chief Creative
Officer TBWA\Chiat\Day NY.
TBWA\Chiat\Day has done creative work for Hilton, Wells Fargo, Nissan and LG.