Premium tea Pure Leaf’s “No is Beautiful” brand platform has conjured up an “in-faux-mercial” fronted by actress and singer Coco Jones to promote its lower-sugar iced tea.
In true infomercial fashion, “As Seen on Pure Leaf” purports to impart useful information—in this case, how to use the power of a “subtly sweet no” in everyday situations—while touting 85% less sugar than other Pure Leaf varieties.
This campaign spot begins with a fast-talking voiceover asking “Did your husband build a horrifying, DIY thing in your living room?” as the wife views a rickety wooden creation that’s meant to serve as a bar. “Are you shocked, disgusted and unsure of what to say next?"
Cue Jones, whose acting credits include the Disney Channel film “Let It Shine.”
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She assures viewers “You’re not alone,” because she had been “exactly like” the married couple in an awkward situation that requires “a nice way to say no.”
From there the in-faux-mercial segues to what resembles an infomercial for medical products.
“Our team of liquid scientists developed a groundbreaking formula that activates your brain’s subtly sweet receptors with every sip,” says Jones.
Superimposed words provide the caveat “This tea does NOT activate your Subtly Sweet Receptors. ‘Subtly Sweet Receptors’ aren’t even a thing.”
As noted at the end of the spot, Pure Leaf is giving away 260 “Subtly Sweet Suggesters,” which are miniature bottles of tea that, when shaken, provide various suggestions for saying no to requests others make.