Pure Leaf's Mobile Experience is 'United By Craft' - Event Marketer

Pure Leaf’s Mobile Experience is ‘United By Craft’

EDTA 2016_Outdoor_PureLeaf1
Brand: PEPSICO
Agency: MATCH MARKETING GROUP
Awards: EXPERIENCE DESIGN & TECHNOLOGY AWARDS — BEST OUTDOOR ENVIRONMENT
Year: 2016

The Pure Leaf brand is steeped in simplicity and craftsmanship. So when the premium iced tea company set out to create a mobile experience to celebrate the launch of its Tea House Collection, it had to design an environment that reflected those core characteristics. Enter: The Pure Leaf Tea House, a modular, open-air structure featuring modern whitewash wood finishes and premium white stone accents that was part tea house and part gallery.

Operating under a United By Craft theme, the Tea House offered an exclusive culinary experience in each market featuring an award-winning chef and a well-known local craftsman. While the chef executed live demos and created upscale recipes that infused or complemented the Tea House Collection’s premium ingredients, the craftsman showcased a collection of his or her best handcrafted culinary pieces, which were artfully displayed within the space. Tea Master-led tastings added an additional layer of engagement.

To create a space befitting of the epicurean experience, Pure Leaf customized many of the structure’s design elements. A handcrafted succulent wall with back-lit branding, a seven-foot-long Corian serving bar, slat wood walls designed to create a stripped-down, minimalist feel and accent LED lighting were all incorporated to deliver an on-brand, design-forward aesthetic.

The arrangement required a highly modular build, with expandable fencing and slatted swing walls to make the space as small as 10-feet by 10-feet or as large as 40-feet by 40-feet. The feature allowed for the structure to be opened on one side for small, front-facing venues or on both sides for full, 360-degree consumer interaction.  When the tea party came to a close, Pure Leaf had earned 10 to 20 times more consumer engagement time than its traditional sampling activations. Ahhh… refreshing.

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