• May 4, 2012

PepsiCo's Pure Leaf Iced Tea is rolling out a new campaign that spotlights the quality of its tea leaves--and its new, environmentally friendly PET plastic packaging.

The "For the Love of Leaves" campaign, which emphasizes that Pure Leaf uses fresh, hand-selected tea leaves sourced from around the world, includes digital efforts plus out-of-home and radio in targeted markets.

In addition, Pure Leaf has tapped Gail Simmons of Bravo's "Top Chef" to offer summer beverage recipes on its Facebook page, starting with Kentucky Derby-inspired recipes.

Simmons will also help kick off Pure Leaf's "Real Brewed Taste Challenge" by inviting consumers to do a taste-test of Pure Leaf against kettle-made tea. The brand will encourage consumers to make the comparison through special offers, and a contest will offer chances to win a trip for two to New York for a Pure Leaf Culinary Experience to include a one-on-one event with Simmons.

Pure Leaf, which is Rainforest Alliance-certified for its sustainable tea sourcing, is also promoting the band's new PET bottles, which have a new, square shape.