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Pure Leaf Tea has enlisted celebrity entrepreneur Martha Stewart to star in its latest campaign.
Helmed by global communications firm Edelman and production house Eleonor, the latest initiative from the Pepsico brand sees Stewart sharing her secret to staying cool and feeling revitalized, which is none other than bottles of Real Brewed Unsweetened Iced Tea.
Pure Leaf's beverages, dubbed "Martha's Little Helper," are all kept within arm's reach in her estate, so she can enjoy a refreshing drink any time of day.
No matter where she is and what she's doing, Stewart makes sure she has easy access to Pure Leaf's Real Brewed Iced Tea for a quick pick-me-up.
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The popular businesswoman shares her thoughts behind the campaign in a press release, saying it's no secret that she has a lot going on in her everyday life.
But when asked how she manages, she answers that "it truly comes down to the little things."
Stewart also says that her small daily habits, like having a midday bottle of Real Unsweetened Iced Tea, keep her ready no matter what she needs to tackle next.
As part of the campaign, Pure Leaf will also give away limited-edition "Martha's Little Helper" bottles. Fans just have to take a page out of Martha's book and enter the sweepstakes on Pure Leaf's website today until October 16.
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Pepsi Lipton General Manager Julie Raheja-Perera explains that offering fans a delicious, high-quality pick-me-up has always been the brand's intention.
"After the incredible reaction from our '(Don’t) Do It Yourself' campaign with Martha Stewart last year, we knew she was the right partner to continue sharing this message.
If even Martha Stewart can count on Pure Leaf to keep her feeling revitalised through the busiest of days, can’t we all? We’re excited for iced tea fans nationwide to get in on the fun and try out their very own, Martha-approved secret stash," she added.
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The campaign also includes videos posted on social media of her close associates hilariously testifying to how she hides Pure Leaf bottles in the most ridiculous places.
Stewart, an all-around woman and an inspiration to many, is one of the keys to the success of Pure Leaf's celebrity and influencer marketing campaign.
By partnering with someone well-respected among its target consumers, the brand is able to leverage Stewart's star power to encourage them to give their all-natural iced tea a try.
Martha's Secret
The advert starts with Stewart introducing herself to the viewers.
"People keep asking me how I manage to stay so put together all the time. When I need a pick-me-up, I just reach for a bottle of 'Martha's Little Helper,'" she says as she picks up a Pure Leaf Iced Tea bottle hidden inside her pot of flowers.
Stewart then shares that it's easy to feel revitalized when the drink is always within arm's reach.
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She then gets the bottles from the most unexpected places: from the head of her desk lamp, within the pages of her book, by the plants in her garden, and even hidden within her cake.
"Stay ready for what's next with Pure Leaf Iced Tea," Stewart shares as she invites viewers to join the sweepstakes.
Recently, Stewart also starred as an intern in Fiverr's new campaign, showing the strength of her credibility as an endorser.
Editing by Katherine 'Makkie' Maclang
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