What can you expect when two coveted brands merge creative forces? A pop-up event series for the books (pun intended).
In partnership with Reese’s Book Club, Pure Leaf promoted its new line of Pure Leaf Lower Sugar Subtly Sweet Teas with two outdoor pop-ups held in Los Angeles and Boston last month that quenched guests’ thirst for a respite from the season’s active nature.
The two-part activation—cleverly named “Summer of Shelf Love”—encouraged attendees to slow down (quite literally, as they passed the street-side activation) and take a moment for themselves to enjoy a Reese Witherspoon-approved book while sipping on a Pure Leaf iced tea, the official tea of Reese’s Book Club.
“We wanted to create an escape from the unique stress people experience in the summer,” explained Maria Muldoon, the brand manager for Pure Leaf at PepsiCo. “Our space allowed consumers to step away and say ‘no’ to summer hustle, so they could say ‘yes’ to reading a good book with a refreshing and delicious tea.”
To bring the self-care-centric experience to fruition, Pure Leaf looked to New York-based creative agency Track Marketing Group and the PepsiCo Design team.
Keep scrolling for a closer look at how the inspiring experience turned out.
“Pure Leaf is the official tea of Reese’s Book Club and together committed to encouraging people to say ‘no’ to the things that don’t matter so they can say ‘yes’ to the things that do—like more book joy,” said Muldoon. “Track Marketing Group and the PepsiCo Design team were able to help us bring to life the partnership through a unique and engaging experience.”
