Pure Leaf: No is Beautiful

Pure Leaf, a tea brand, increased sales and reduced the pressure to strive for perfection and say 'Yes' to everything with its campaign No Is Beautiful.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

After years of growth behind the once unique functional benefit, "Real Brewed Tea," Pure Leaf's sales were hitting maturity. To return to strong growth we needed to find a new and distinct way to differentiate ourselves and appeal to a broader audience. Knowing we had established clear functional advantages, we now set out to build emotional distinction.

Through research, we uncovered a clear tension among our Tribe: the importance of, and difficulty in, mastering simplicity in an overly complex world. Our Tribe strives for perfection, but they...

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