Pure Leaf: No is Beautiful

Pure Leaf, a tea brand, increased sales and reduced the pressure to strive for perfection and say 'Yes' to everything with its campaign No Is Beautiful.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

After years of growth behind the once unique functional benefit, "Real Brewed Tea," Pure Leaf's sales were hitting maturity. To return to strong growth we needed to find a new and distinct way to differentiate ourselves and appeal to a broader audien

This gave us concrete examples to address and activate against in our work. 1. Time period: Q1 2020 vs. Q1 2019

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