PURCHASE, N.Y., Feb. 26, 2020 /PRNewswire/ -- 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.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8687151-pure-leaf-amy-poehler-no-is-beautiful/
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:
360-Marketing Efforts:
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.
Top-notch Innovation:
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.
Like-Minded Ambassadors:
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.
Internal Mindset:
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.
Research Methodology
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.
About PepsiCo
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
For more information on Unilever Canada and its brands visit:
www.unilever.ca
For more information on the USLP:
www.unilever.com/sustainable-living/
Media Contacts:
Rena Daum (Manager Brand Communications, PepsiCo Beverages)
rena.daum@pepsico.com
Sarah Ingram, Golin
singram@golin.com
213-335-5543
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SOURCE PepsiCo, Inc.