The ready-to-drink (RTD) tea brand Pure Leaf Iced Tea is getting creative on TikTok with a partnership with actress and singer Coco Jones. The two joined forces to launch the Subtly Sweet “Hotline” on TikTok to promote Pure Leaf’s new Subtly Sweet Lower Sugar Iced Teas.
For the campaign, Pure Leaf and Jones are encouraging women to ditch the pressure of being “too sweet” and to feel more confident by saying “no,” so that they can say “yes” to priorities that truly matter to them.
To help do this, the Subtly Sweet “Hotline” will launch as a resource for consumers to raise real interpersonal dilemmas and receive advice aimed at lifting women up – putting themselves and their needs first.
How to Access the Subtly Sweet ‘Hotline’
For the fun campaign, the Subtly Sweet “Hotline” will live on Jones' TikTok channel, where she'll invite women to share their “Am I being too sweet?” questions around real, everyday scenarios in the comments. For example, “Do I bend over backwards to help a friend who never reciprocates? Clap back at my overbearing mother-in-law? Grin and nod at a rude customer? What's the right level of sweetness, and is there anyone who can give me that advice?”
Women can simply contact the “Hotline” by leaving comments on TikTok, where the “operator” (Jones) will analyze various scenarios, questions and themes and share her recommendations on how to respond with exactly the right balance of subtle sweetness and bold boundary-setting.
“I'm excited to team up with Pure Leaf for this unique opportunity to share advice and help boost women's confidence," said Jones, who’s known for her uplifting persona and for sharing great advice with followers about all areas of life.
Jones is also known for her current role in Peacock's Fresh Prince reboot, Bel-Air, and her brand-new Def Jam single “Caliber.” She also has more than two million followers on TikTok. Above all, Coco's ultimate career goal is to use her voice and platform to inspire growth and positive change in her fans and empower more women to be their true authentic selves.
“This Subtly Sweet ‘Hotline’ builds upon Pure Leaf’s ongoing ‘No Is Beautiful’ campaign that strives to empower women in their everyday lives,” said Julie Raheja-Perera, general manager, North America, Pepsi Lipton Partnership, which includes the Pure Leaf Iced Tea brand. “We're excited to team up with Coco, because she embodies what it means to be confident, while bringing the right balance of sweetness. The idea behind a campaign that plays on finding the right balance of sweet stems from our new, great tasting Pure Leaf Lower Sugar Iced Teas.”
The ‘No Is Beautiful’ Campaign
The new Pure Leaf Subtly Sweet Lower Sugar Iced Teas launched under the umbrella of Pure Leaf's ongoing “No Is Beautiful” campaign, which highlights Pure Leaf's support of the word "no" both in tea and in life. In tea, Pure Leaf says "no" to artificial flavors, tea powders and concentrate, and to anything that doesn't make Pure Leaf better. In life, Pure Leaf encourages consumers to say "no" to the things they don't want to prioritize.
All Pure Leaf products contain tea leaves that are sustainably sourced and collected from Rainforest Alliance Certified tea estates in either India, Kenya, Indonesia or Sri Lanka. The Pure Leaf Subtly Sweet Lower Sugar Iced Teas contain 20 calories and five grams of added real sugar, which is 85 percent less sugar than the brand's Sweet Tea offering.
For more information on Pure Leaf and the new Subtly Sweet Lower Sugar Iced Tea product line, visit PureLeaf.com.
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