For the 2015 summer season, PepsiCo's Pure Leaf Iced Tea is investing in its first television spot.
The 30-second spot, "Follow the Leaf," is among the latest extensions of Pure Leaf's "For the Love of Leaves" campaign, launched in 2012.
The spot's creative, from Anomaly, underscores the brand's key differentiator — that it's real leaf-brewed tea, not made with powders or concentrates — by showing the journey of a tea leaf from the field to a bottle of Pure Leaf being enjoyed by a consumer.
The ad, targeting women 25 to 54, begins airing April 20 on cable networks including Bravo, The Food Network, TBS, ABC Family, USA and HGTV.
Pure Leaf, the leading premium brand in the rapidly growing ready-to-drink iced tea category, is a bright spot in the PepsiCo beverages portfolio.
This season's campaign includes a national sampling/culinary tastings tour featuring Pure Leaf's new Real Leaf Brewery, a mobile installation that demonstrates the leaf-to-bottle brewing process.
Pure Leaf is also continuing its partnership with Gail Simmons, the culinary expert and "Top Chef" judge.
The brand has redesigned its Tumblr page as a destination for recipes, tea tips and "daily inspiration," and Simmons has an area on the site that is regularly updated with new recipes and videos (also on YouTube) created for Pure Leaf.
Simmons made an appearance during the April 16 media launch of the Real Leaf Brewery, and will be on hand during its first tour stop, the Austin Food & Wine Festival.
The brand's online and social assets are also featuring recipes and tips from other culinary notables, including bloggers with YouTube channels such as Dani Spies of "Clean and Delicious" and Lacey Baier of "A Sweet Pea Chef."