• by Fern Siegel , Yesterday

Pure Leaf's brewed tea has a new line: Mental Focus. The iced teas are made with 69mg of naturally occurring caffeine from black tea and added L-theanine to support focus.

To bring home that message, the brand enlisted Olympic gold gymnast Jordan Chiles.

TBWA\Chiat\Day produced the creative. “Tea breaks” includes :30, :15 and :06 ads run on streaming platforms, digital video, social, audio and out-of-home.

The sugar-free brand offers two flavors: peach and raspberry.

“My days move fast, and distractions can add up quickly,” said Chiles. “I’ve learned the biggest game changer is protecting my focus. Pure Leaf Mental Focus helps support my attention so I can lock in on what matters and take on whatever comes next.”

“Jordan Chiles has competing at the highest level, while balancing school, work, and real-life responsibilities, all while staying present in each moment. Her focus, resilience, and authenticity are what make her a strong partner for Pure Leaf Mental Focus,” Zach Harris, VP/GM Pepsi Lipton Tea Partnership North America, told Agency Daily. “She reflects the reality of our target consumer, which makes her both inspiring and deeply relatable.” 

In addition, the brand is collaborating with digital wellness tool Brick to introduce the Mental Focus Dock: a custom coaster that pairs Pure Leaf Mental Focus with Brick’s technology, which blocks distracting apps and sites. Store locations are found at Pureleaf.com.

“We’ve all hit that afternoon slump where it feels like you’re pushing through an uphill battle. We brought this to life literally, with a 45° custom hydraulic stage — showcasing the uphill battle of your afternoon and how a short, but meaningful, break with Pure Leaf can bring you back,” added Dustin Tomes, Chief Creative Officer TBWA\Chiat\Day NY.

TBWA\Chiat\Day has done creative work for Hilton, Wells Fargo, Nissan and LG.