Dive Brief:

• Pure Leaf Iced Tea has teamed with actress Lindsay Lohan for a “Tea Break” campaign encouraging consumers to take a break during the workday, according to details shared with Marketing Dive.
• The campaign includes social media elements and a minute-plus-long spot starring Lohan, who encourages a room of overworked employees to take a moment to recharge. Consumers beginning June 27 can also score a free bottle of Pure Leaf via a text promotion.
• The effort also includes a Tea Break Grant program and a designated landing page that offers drafted “away on a tea break” messages. The move is inspired by research indicating that today’s workers are in need of more moments to refresh.

Dive Insight:

Pure Leaf is encouraging consumers to step away from workplace craziness with “Tea Break,” a campaign inspired by brand-commissioned research which revealed that three in five workers struggle to take breaks during the workday. The “State of the Break” survey, conducted by research firm Edelman Data & Intelligence, also found that nearly two-thirds of workers feel mentally, physically and emotionally exhausted, though 63% noted that when they do take quality breaks, they come back feeling recharged.

Hoping to address those findings, Pure Leaf’s campaign is anchored in a minute-plus-long spot featuring Lohan, who kicks off the ad by asking viewers, “When was the last time you took a break? I mean a real break.” The star then discusses instances that don’t count as a break, like going to the bathroom mid-meeting with the laptop camera off or doom-scrolling, before asserting that it is time for a tea break. Employees previously seen looking exhausted then erupt in a wave of support before featuring in a series of dramatic cameos.

The spot featuring Lohan debuted on both the star and the brand’s Instagram channels on June 27. Additional ads went live the same day on Facebook, Instagram and TikTok and will run through July 25.

Teaming with Lohan for the effort could boost visibility as the star was recently revealed to be starring in “Freaky Friday 2.” Supporting the campaign is a nationwide text promotion that will offer a free bottle of Pure Leaf to consumers who text “PureLeaf” to 737-377-3774 from June 27 through July 25. Additionally, a landing page offers visitors drafted “away on a tea break” messages, data from the brand’s “State of the Break” report and research-backed tips in partnership with Mind Share Partners.

Pure Leaf additionally has launched a Tea Break Grant program meant to support the cultural shift toward more refreshing breaks at an organizational level, per release details. The program, also in partnership with Mind Share Partners, will offer funding for small businesses and nonprofits to implement break initiatives centered around promoting employee revitalization.

Pure Leaf is marketed by the Pepsi Lipton Partnership as part of a collaboration between PepsiCo and Unilever. Beyond its latest move, the brand in March launched an “Unbelievably Sweet Files” campaign supporting the release of its zero-sugar, zero-calorie sweet tea product. The new product and campaign arrived at a time where several other beverage brands, including from PepsiCo and competitor Coca-Cola, have sought to engage consumers interested in better-for-you alternatives.

Clarification: This story has been updated to provide additional details around the social media elements of the “Tea Break” campaign.