Lindsay Lohan stars in Pure Leaf's "Tea Break" campaign to encourage workers to take quality breaks over a bottle of real brewed iced tea.
Actress and producer Lindsay Lohan appears in a new television commercial and social media campaign urging tea drinkers to take a break at work. The commercial, financed by the Pepsi Lipton Tea Partnership, features Pure Leaf, the top-selling ready-to-drink tea brand in the US.
The minute-plus spot is the first national multimillion-dollar tea advertising campaign since the pandemic. The Pure Leaf brand also launched a US-only coupon giveaway through July 25.
In the commercial, Lohan, who has starred in several Netflix original films in the past few years and is currently filming Freaky Friday 2 with Jamie Lee Curtis, asks, “When was the last time you took a break? I mean a real break. It’s like we forgot breaks even exist.” Standing on an office coffee table, she shouts “it’s time for a tea break. We all deserve a moment to recharge and revitalize ourselves.” Soon the office staff is headed out the door chanting “tea break, tea break” and chugging Pure Leaf.
*The "State of the Break" survey was conducted by an independent research firm, Edelman Data & Intelligence, among 1,010 full-time employed or self-employed workers across the U.S. from May 7 to May 17, 2024. This survey was 10 minutes long and conducted online in English.
**Free Pure Leaf products via cashback up to $3.00. Tax and bottle deposit are not included in the offer. MSG & data rates may apply. Purchase and redemption are required between 6/27 and 7/25. Limit one offer per person. Offer subject to terms and conditions at https://bit.ly/4bhrXLy. US only. Void where prohibited.
***No purchase necessary. Pepsi-Cola Company sponsors the Pure Leaf "Tea Breaks" Grant Program. Entrants must be legal residents of the 50 US & DC, 18 & older (19 & older in AL/NE), who are employed by an eligible small business or nonprofit 501(c)(3) organization (as defined in the Official Rules as Eligible Organization). Prizes are awarded to Eligible Organizations only. Begins 9:00 a.m. ET on 6/27/24 and ends at 11:59 p.m. ET on 8/22/24. For Official Rules, eligibility, prize descriptions, how to enter, and complete details, visit Pure Leaf Tea Break Rules.
Edelman made the humorous 90-second spot, supported by research that reveals “three in five workers struggle to take breaks during the workday, and more than half of workers feel too busy or interrupted by work to take a refreshing break*.”
Nearly two-thirds of the 1,010 full-time workers surveyed feel mentally, physically, and emotionally exhausted*. However, 63% of workers surveyed noted that when they take quality breaks, they return recharged for what's next*.
Pure Leaf sales exceeded $985 million in mass market and convenience outlets in 2023, compared to competitors Arizona's $956 million and Lipton's $561 million. Globally, the RTD market is forecast to increase by $27.7 billion, a 25% growth rate, from 2024 to an estimated $138.15 billion in 2028.
An accompanying press release explains, “The Pure Leaf Tea Break campaign encourages workers to challenge today's hustle culture with a centuries-old workplace ritual—a quality tea break—and the first bottle is Pure Leaf Iced Tea.”
Lindsay Lohan said, "We owe it to ourselves to take a moment each day to pause, recharge, and revitalize. I'm proud to partner with Pure Leaf to promote the importance of taking a daily tea break because no matter what you do, we all deserve the time to reset and refresh. For me, prioritizing breaks is essential for all of the roles I juggle, allowing me to return stronger and more restored."
Pure Leaf and Mind Share Partners are providing tips for making the most of work breaks and posting examples of “away on a break” messages online.
“To support the cultural shift toward better breaks at an organizational level, Pure Leaf is also launching the Pure Leaf Tea Break Grant program in partnership with Mind Share Partners. This initiative will provide funding for small businesses and non-profits to implement break initiatives aimed at promoting employee revitalization,” according to the release.