Pure Leaf resonates with overworked women with #NoIsBeautiful campaign

Elana Morris

Pure Leaf, the tea brand, is encouraging women to say “no” to doing it all, and garnering support among overworked female consumers.

Pure Leaf, the tea brand owned by food and beverage giant PepsiCo, is prioritizing gender equality in its efforts to appeal to female consumers – and doing so with a mix of humor and realism.

Meredith Jenks, senior brand manager for Pure Leaf, outlined the brand’s target audience at the 2021 Measurement and Accountability Conference held by trade body the Association of National Advertisers’ (ANA).

Pure Leaf’s primary female consumer, according to Jenks, “constantly has everything thrown her way.” She is committed to pleasing everyone – but “it can be hard to find time for the things that matter most.”...

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