• by Teresa Buyikian , Yesterday

A new campaign from Pure Leaf Iced Tea taps a popular tennis pro to help show how taking a break can actually improve your game. 

The brand has partnered with Amanda Anisimova, currently known as one of the world’s top singles players, who famously took a brief break from tennis in 2023 due to burnout.

Anisimova stars in the effort, which kicked off earlier this summer with a mock “press conference” in Cincinnati, which was actually a “break conference” set up by Pure Leaf. Anisimova walks into a quiet, empty room expecting a gaggle of press and photographers, yet is surprised with a “quiet, revitalizing moment for herself.” She views a kind video from her sister, then her mother appears to surprise her in real life, along with a group of serotonin-boosting puppies, giving Anisimova a stress-free break from her tennis career.

Content was captured from the conference, which is running across the brand’s socials, such as seen here.

“Tennis recognizes something many of us forget in our day-to-day lives: Breaks have value,” said Zach Harris, vice president and general manager, Pepsi Lipton Tea Partnership North America, in a release.  “This campaign and partnership with Amanda Anisimova are an opportunity to remind people that even small moments to reset with a tea break can have a meaningful impact.”

The campaign continues with the limited edition Set Break Collection, which consumers can win by commenting on related social posts. The drop, which takes place over multiple weeks throughout tennis season, includes a year’s supply of Pure Leaf Iced Tea; at-home mocktail kits with tennis-themed glassware; The Reset Set -- a Pure Leaf-inspired tennis apparel collection; an Amanda Anisimova-signed racquet, Custom Pure Leaf racquet bag, a tennis net hammock and an at-home sauna.

In New York, the campaign also extended last week to OOH and the Pure Leaf Iced Tea Cart outside Bryant Park, where U.S. Open attendees were treated to complimentary iced tea, mocktails and merch.