Pure Leaf Campaign Serves Up Sweepstakes for Tennis Fans
PepsiCo’s Pure Leaf is giving consumers a new way to tap into the excitement of tennis through an effort that is driving in-store, out-of-home and social engagement with fans while promoting the brand’s "Tea Break" platform.
Having begun Aug. 30, the social-first effort gives fans several chances to enter multiple sweepstakes to win tennis-inspired prizes, exclusive merchandise and free product through the brand’s Set Break Collection.
The program, which features a series of "drops" that are announced on the brand's Instagram page, is leveraging a partnership with professional tennis player Amanda Anisimova as a way to tell her personal comeback story while offering tennis expertise.
The program is also reinforcing the brand's messaging that "breaks don't interrupt momentum; they help create it," helping consumers everywhere appreciate the parallels between tennis set breaks and personal resets.
Consumers can enter the sweepstakes to win the Pure Leaf Set Break Collection drops online by commenting on social posts with the required hashtag from 3 p.m. to 11:59 p.m. EDT on each of the drops' scheduled dates.
The schedule engages fans throughout a month when players of all ages are competing in the sport, and stays in front of shoppers, encouraging frequent consumer interaction with the brand. The drops include:
- A year's supply of Pure Leaf iced tea (Aug. 30-Sept. 1), along with a custom cooler.
- A premium at-home mocktail kit (Sept. 2-3) that pairs Pure Leaf iced tea with tennis-inspired glassware and accessories.
- A Pure Leaf-inspired tennis apparel collection (Sept. 4-5) with classic court-ready pieces, a cable-knit sweater and a visor.
- An Amanda Anisimova-signed racquet (Sept. 6-7) signed by the tennis star, giving fans a chance to own a one-of-a-kind keepsake.
- A custom Pure Leaf leather racquet bag (Sept. 8-9).
- A tennis net hammock (Sept. 10-11) made from upcycled tennis nets and signed by Anisimova.
- A premium at-home sauna (Sept. 12-13) paired with a custom cooler stocked with Pure Leaf product.
Pure Leaf also engaged with fans in New York on Sept. 2. Consumers could find the brand's Pure Leaf Tea Break Cart near Bryant Park to cool down with complimentary iced tea, signature mocktails and exclusive merchandise like visors and fans.
"Tennis recognizes something many of us forget in our day-to-day lives: Breaks have value," Zach Harris, vice president and general manager of Pepsi Lipton Tea Partnership North America, said in a media release.
Additionally, across New York (host of the U.S. Open tennis championships in August and September), tennis-inspired out-of-home creative, including subway wraps along the MTA 7 Train and transit hub installations, reminded commuters of the brand's out-of-home efforts.
"The sport shows that moments to pause, regroup and refocus aren't time away from performance; they're often what make performance possible," Harris added. "That's the belief we've championed for years at Pure Leaf, and this campaign and partnership with Amanda Anisimova are an opportunity to remind people that even small moments to reset with a tea break can have a meaningful impact."
Anisimova returned to tennis after stepping away in 2023 and currently ranks among the world's leading female tennis players. The brand surprised her earlier this year with a revitalizing moment that was captured on film and will debut across Pure Leaf social channels, complemented by additional video content highlighting her personal journey.
"Taking a break from tennis gave me the time and space I needed to reset," said Anisimova. "The experience taught me that a break doesn't mean you've lost your drive. It can be exactly what you need to come back stronger, with a fresh perspective and greater confidence. Pure Leaf has long championed the value of taking breaks, and together, we're encouraging people to make space for the moments that help them reset and return ready for whatever comes next."
