Tea Breaks
CHALLENGE
Pure Leaf Gets Overworked Americans to Finally Take a Break
The pressure of “hustle culture” remains real, and Millennial workers turn to coffee and energy drinks to power through burnout during the workday. Pure Leaf Iced Tea wasn't on their radar, despite offering a ready-to-drink, refreshing, pure iced tea that provides focus whenever and wherever needed. We set out to reignite the brand and boost sales by getting consumers to proactively reach for a Pure Leaf Iced Tea when they need to feel revitalized. Between sad desk lunches, social media doom scrolling, and multitasking 24/7, we also needed to convince consumers that Pure Leaf Iced Tea offers a solution to help prioritize necessary moments of revitalization.
INSIGHT
3 in 5 American Workers Can't Take a Break
Pure Leaf conducted a groundbreaking new “State of the Break” report that revealed an alarming truth: most workers feel guilty stepping away, even though two-thirds say quality breaks help them feel refreshed and ready for what’s next. As a champion of revitalization, Pure Leaf was perfectly positioned to lead the charge.
EXECUTION
The Pure Leaf Tea Break
Revitalizing a century-old tradition for today's burnt-out workforce.
We needed to spark a Tea Break movement. Fresh from her own career break and thriving as a mom and actress, Lindsay Lohan was the perfect partner to prove that stepping away can be a power move. The movement took off on social as Pure Leaf and content creators shared tea break routines, the new research around the power of quality breaks, and other resources to inspire more consumers to take their own. We didn’t stop there – we also launched the Tea Break Grants Program to provide funding for small businesses and nonprofits to build better break cultures internally. When 1,200 organizations applied on behalf of 18,000 workers, we knew our message resonated.
RESULTS
The Campaign Landed Double-digit Increases Across All Performance Metrics
Pure Leaf’s Tea Break campaign sparked a national conversation about toxic break culture. The campaign surpassed benchmarks across all channels, and applications for the Tea Break Grants program from small businesses and nonprofits impacted over 18,000 workers. Grant winners are already planning to use this funding to drive better workplace break cultures, including promoting efficiency with AI transcription services, weekly office games, lip-sync contests, and more, to ensure all staff can take meaningful breaks individually or with one another. Consumers were surveyed post-campaign that found credible action, like the grants, built stronger consideration and purchase intent with our Millennial female target audience. 77% of respondents also agreed Pure Leaf is now seen as a leader in promoting better workplace breaks.
How Pure Leaf Tea Break Broke Through:
2.26B+
Earned Impressions (130% above benchmark)
7pt+
Unaided Top-of-Mind Awareness
17pt+
Brand Favorability
25pt+
Purchase Intent
17pt+
Pure Leaf Helps People Take More Revitalizing Breaks
21pt+
Pure Leaf Advocates for Improved Physical and Mental Wellbeing
100+
Earned Media Placements
1,184
Tea Break Grant Applications from Small Businesses and Nonprofits
18,000+
Workers Impacted by Grant Program
52.3k
@PureLeaf Organic Social Impressions
147.6MM
Boosted TikTok Impressions
7.6MM
Boosted Instagram Impressions
Media Coverage
Pure Leaf taps Lindsay Lohan to try to make tea breaks happen
“Encourages the importance of stopping and sipping throughout the day.”
Lindsay Lohan encourages everyone to take a Pure Leaf Tea Break
“We all deserve time to reset."
— Lindsay Lohan.
Actress-Approved Tea Break Commercials : Pure Leaf Tea Break
“Encouraging workers to take quality breaks with real brewed iced tea.”
