NO IS BEAUTIFUL
Pure leaf used to focus on an esoteric tea maker pointing at the leaves he used. But it didn’t move hearts or bottles. So instead, we focused on what Pure Leaf didn’t do: It said no to anything that didn’t make its tea better and declared “No is Beautiful.” It’s a philosophy that works pretty well for tea, life, and winning a first-ever Effie.
Pure Leaf case study:
See how Pure Leaf declared “No is Beautiful” everywhere from TV to an International Women’s Day social initiative that Facebook called “best-in-class.”