Pure Leaf
Believe the Unbelievable
Agency: Edelman New York
Creative Director: Brandon Jesse Copywriter: Grace Messarra
Cultural Truth: Sweet tea with zero sugar sounds like a myth - and there’s nothing our culture loves more than mythbusting.
The Insights: For many, sweet tea and sugar are inseparable. The idea that you can have a sweet tea without the sugar is almost impossible to believe.
The Big Idea: So we showed the world that Pure Leaf has cracked the code with the launch of the NEW Zero Sugar Sweet Tea - which is, in fact very, very real.
My Role: Art Direction, Design, Production
To launch Pure Leaf’s new Zero Sugar Sweet Tea, we tapped into fans’ love of the mysterious with a playful, paranormal-themed social challenge. Ghostbusters stars Celeste O’Connor and Emily Alyn Lind invited followers to share their most unbelievable experiences for a chance to win exclusive starter packs and prizes. Every participant received a coupon to try the product, while winning stories were spotlighted across Pure Leaf’s channels. Sci-fi-inspired visuals and influencer storytelling tied it all together, blending intrigue, engagement, and product trial.
Art Direction
OOH
