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Pure Leaf Iced Tea introduces new campaign, packaging

PURCHASE, N.Y. — Pure Leaf Iced Tea is gearing up for a new campaign.

"For the Love of Leaves" campaign was inspired by Pure Leaf's commitment to sourcing the freshest hand-selected tea from around the world, the company said and includes a digital campaign, which was launched this week, while new radio spots and out-of-home advertising will debut in select markets. In line with the campaign, the brand has tapped Gail Simmons, known for her role on Bravo's "Top Chef" and Food & Wine magazine, who will introduce tea-infused recipes that will be housed on the brand's Facebook page.

In addition to the campaign, Pure Leaf Iced Tea, which is Rainforest Alliance certified, has introduced environmentally-friendly packaging. The new square-shaped bottles are made of PET plastic, are lightweight and allow for a high pallet efficiency. Pure Leaf is now available in 18.5-oz. single-serve bottles (suggested retail price of $1.69 to $1.79) and a new 59-oz. multiserve carafe (suggested retail price of $2.49 to $2.69).

"We're reintroducing Pure Leaf's fresh brewed taste with a new look that iced tea drinkers will be proud to serve to both their families and guests," said Mary Barnard, SVP and general manager of the Pepsi Lipton Partnership at PepsiCo. "Our flavors, which are made from hand-selected tea from around the world, also pair wonderfully with food and make great additions to refreshing summer drink recipes."

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