Pure Leaf: The "No" Grants
Pure Leaf Renewed its “No” Grants Program in 2023 with Non-Profit Organization SeekHer Foundation and Best-Selling Author Elaine Welteroth to Focus on Giving Mothers a Little Extra
CHALLENGE
To build on the groundbreaking success of its inaugural "No" Grants program, Pure Leaf, a billion-dollar iced tea brand, aimed to amplify its impact while facing brand love, penetration, and competitor challenges. The brand launched year two of "No" Grants in 2023 with a specific focus on mothers. The goal was not just to sustain, but also enhance Pure Leaf's identity as a purpose-driven brand, genuinely understanding and addressing the unique struggles of women.
INSIGHT
Informed by a survey from non-profit partner the SeekHer Foundation, Pure Leaf discovered a staggering two out of three mothers have questioned their value, overwhelmed by the pressure to "do it all." The brand recognized that society expects moms to do it all, and in 2023, saying "no" is often a luxury many moms can’t afford. Year two of the program leveraged this insight, in addition to drawing on the enthusiasm and widespread need for support evidenced by the overwhelming amount of first year applications.
SOLUTION
To respond to the need from mothers and the financial barriers faced when they want to say “no” to a multitude of everyday tasks and to-do's, Pure Leaf evolved its strategy for year two. The brand focused on empowering mothers struggling to say “no," so they can say “yes” to what matters most to them, and doubled its financial commitment to $400,000 in grants. Beyond monetary support, Pure Leaf provided meaningful resources, including the “No” is Beautiful in Motherhood guide developed by SeekHer, which equipped mothers with tools to prioritize what truly matters. This holistic approach and partnership with bestselling author, award-winning journalist and new mother, Elaine Welteroth, showcased Pure Leaf's commitment to the often-silent struggles of motherhood.
Media Coverage
Supporting Influencer Content
Key Results
Total Impressions
1.5B
+38x YOY
Earned Placements
102
+3.8x 27 BM
“No” Grants UCG Engagemnets
70.8K
BM N/A
Year 2 “No” Grants Submissions
+381K
+49% above 1.0B BM
Top-of-Mind Awareness of Pure Leaf
+3ppts
From 17% to 20% after exposure to “No” Grants
Likelihood to purchase Pure Leaf
+16ppts
From 74% to 90% after exposure to “No” Grants
Favorability of Pure Leaf
+12ppts
From 75% to 87% after exposure to “No” Grants
Conclusion
Year two of the "No" Grants marked a significant jump in success and impact. The number of applications increased by over 371,000, indicating the growing resonance of the program and translating to bolstered top-of-mind awareness (+3pts), purchase intent (+16pts), and brand favorability (+12pts) across Pure Leaf’s target audiences.
Elaine's involvement, throughout the program and as the host of a culminating virtual roundtable with four grant winners, provided a platform for women to voice their experiences and have intimate and candid discussions about the realities of motherhood. Analysis of Influencer and Owned Social posts not only underscored the program's effectiveness but also its vital role in reshaping societal perceptions of motherhood among key stakeholders.
