Martha Stewart's Take on DIY: Pure Leaf Campaign Analysis

Article Brief:

Consumers are being urged by Martha Stewart to choose Pure Leaf over homemade iced tea so they can devote more time to their hobbies, as per information revealed to Our Website.

The DIY enthusiast showcased her diverse hobbies in two new commercials, exploring woodworking and mastering the harp tune "Still D.R.E." by Dr. Dre and Snoop Dogg. The collaboration between PepsiCo and Unilever presents the brand, which aims to prove that Pure Leaf iced tea rivals homemade tea in taste. To support this claim, they will distribute 250 "Don't Do It Yourself" kits. Each kit consists of a glass pitcher, an ice cube mold, a wooden mixing spoon, and dried fruit. The giveaway period spans from Nov. 6 to Nov. 16.

Article Insight:

In a surprising move, Pure Leaf has teamed up with Stewart to challenge the notion that homemade iced tea is superior. Despite Stewart's reputation for do-it-yourself projects, the Pure Leaf campaign rebuts the idea that making iced tea at home is necessary. In fact, the campaign argues that opting for store-bought iced tea allows consumers to save time, enabling them to pursue other interests while still enjoying the same great taste. This messaging aligns with recent Gallup research, which highlights the increasing significance of hobbies for consumers. Additionally, Pure Leaf's own research indicates that a whopping 90% of consumers consider their Unsweetened Iced Tea to be comparable to homemade varieties.

Two short videos, each lasting 15 seconds, feature the beloved DIY-icon engaging in her favorite pastimes. In one clip, she skillfully wields a chainsaw to craft her own chairs, while in the other, she gracefully plays the harp. The clever choice of using the song "Still D.R.E." adds a touch of creativity by incorporating Snoop Dogg, who frequently collaborates with her on brand projects. Throughout both videos, she emphasizes that Pure Leaf is meticulously brewed to the same high standards she applies when making her own tea. The conclusion of each video sees her advising viewers, "Rely on Pure Leaf iced tea, instead of doing it yourself."

Martha Stewart's enduring relevance as a celebrity who can connect with consumers of all ages and interests is highlighted by Pure Leaf's choice of her as their spokesperson for this campaign. In addition to this campaign, she has also been featured in other notable campaigns this year, including one for Oreo in the metaverse, another for Tito's vodka that playfully embraced her DIY reputation, and a collaboration with Snoop Dogg and Willie Nelson for BIC.

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.