• by Erik Oster , October 27, 2023

Over decades, Martha Stewart rose to fame by building up her status as a DIY queen, seemingly capable of taking on any kind of DIY project and rendering it easy for viewers to understand. So to call her appearance in a new Pure Leaf campaign -- telling viewers not to bother making their own iced tea -- out of character would be something of an understatement.

In the 15-second hero ad, Stewart claims Pure Leaf brews its iced tea to the same high standards she does herself, so there’s no need for her to do it, leaving  time for her myriad other hobbies -- like practicing a Dr. Dre song on the harp. “Don’t do it yourself,” she says at the end of the ad, “Leave it to Pure Leaf iced tea.”  Another ad sees Stewart using the extra time to focus on some woodworking projects.

Stewart’s endless resume of home DIY skills and hobbies leaves plenty of room for follow-ups in the same vein, should the brand wish to continue.

According to Pure Leaf, Stewart really is a fan of the brand.  “When we sought out to find the right partner for this campaign, there was only one DIY icon: Martha Stewart," Julie Raheja-Perera, General Manager, North America, Pepsi Lipton Partnership, said in a statement. " And when she shared with us that Pure Leaf is her secret hosting hack -- we knew it was a perfect partnership.”

The campaign, which was created in partnership with Omnicom agency adam&eveDDB, debuted today, with 15-second ads running on digital channels including online video via Discovery, Paramount, and Roku.

The campaign also includes a sweepstakes component. From Nov. 6-20, tea fans can enter for a chance to win a “Pure Leaf x Martha Stewart ‘Don’t Do It Yourself’ Kit,” at the sweepstakes landing page, with the brand giving away 250 in total. Each kit contains a  glass pitcher, custom ice cube mold, wooden mixing spoon, and dried fruit garnish – as well as a tongue-in-cheek, step-by-step “recipe” card.