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Key Takeaways:
- Pure Leaf's latest collab with Lindsay Lohan challenges hustle culture by promoting real, intentional breaks through revitalizing iced tea.
- A NYC vending machine pop-up trades phones for iced tea, pushing people to pause, reset, and disconnect from digital overload.
- The campaign uses real-world activations and digital storytelling to reinforce its message of rest, recovery, and simple revitalization.
Pure Leaf wants you to stop scrolling, and Lindsay Lohan is here to make sure you do.
The iced tea brand has brought back the actress and producer for the second year of its “Time for a Tea Break, Time for a Pure Leaf” campaign.
This time, the partnership is putting a spotlight on just how hard it is to take a real break, even when you know it’s good for you.
The new campaign includes fresh 15- and 30-second spots now airing on TV and digital platforms this summer.
In them, Lohan appears in office settings, urging workers to step away and reset.
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The latest efforts are backed by new research from Pure Leaf that shows 81% of workers agree that breaks make a difference, yet only 37% take one daily.
"The ‘Time for a Tea Break, Time for a Pure Leaf’ campaign was born out of a simple but powerful insight: people know how important it is to take a break but still struggle to take one," Pepsi Lipton Partnership North America VP Zach Harris told DesignRush.
Apart from the spot, this year’s big activation comes in the form of the “Break Machine,” a pop-up vending machine that doesn’t take cards or cash.
Instead, it takes your phone for 10 minutes. In exchange, consumers receive a cold bottle of Pure Leaf Iced Tea, forcing them to pause and reset in real time.
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The activation is set to launch later this month in New York City, and will be a one-day event.
Additionally, Pure Leaf will share footage and reactions from the event on Instagram and TikTok, giving digital audiences a taste of the experiment’s impact.
"In our second year of this campaign, we wanted to disrupt hustle culture with the Break Machine — an unexpected, real-world reminder that stepping away from your phone and taking a moment to enjoy a Pure Leaf Iced Tea can be truly revitalizing," Harris explained.
Through the campaign, Pure Leaf hopes to bring this idea to life in a way that feels both "refreshing and timely."
Lohan also shared her thoughts as a busy working mom, showing how challenging it can be to catch a "real" break during the day.
“Making time for a simple, short break with Pure Leaf Iced Tea helps me feel refreshed and ready to take on whatever lies ahead, and I want to encourage others to do the same.”
And with the release of the sequel to her 2003 hit "Freaky Friday" set for August 8, "The Parent Trap" star is busier than ever.
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Pure Leaf's previous initiatives hoped to shine the spotlight on fighting burnout, and this push continues the campaign’s mission of turning a tea break into a revitalizing (and realistic) ritual.
Campaigns like this show how creative agencies can help a brand make a lasting impact on consumers.
It does this not just by pairing with iconic stars like Lohan, but by sending out a much-needed message to put our phones down and our tea bottles up.
And I think this is an effective strategy. Purpose-driven branding works best when it encourages a real shift in behavior, not just a feel-good moment.
It needs to meet consumers where they are and offer something they can actually act on.
Real Breaks, Real Disruptions
The hero spot starts off with the "Freakier Friday" star asking the audience: "When was the last time you took a break?"
And not just any break, but a "real" break.
She then coasts through the office to show us how society defines breaks at present: sad lunches and "doom scroll" sessions.
Lohan stands on a table to catch everyone's attention, encouraging the office to catch a real break, recharge, and revitalize themselves.
A chant breaks out, with the entire office saying in unison: "Tea break! Tea break! Tea break!"
Beyond vending machines and digital content, Pure Leaf has also partnered with Mind Share Partners for its Tea Break Grant Program.
The initiative awarded grants to 11 small businesses and nonprofits across the U.S. to support workplace wellness and better break culture.
According to the brand, over 530 employees from trauma centers to salons are now benefiting from revitalization-first programs.
For those not in New York, the message remains the same: put your phone down, pick up a bottle of Pure Leaf, and take a "tea break."
In other news, Knorr teamed up with Martha Stewart to help you make limited-time fast-food offerings at home.
Strong brands aren’t built overnight. Work with the best. Discover branding agencies with proven results here:
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