Timed to coincide with Women’s History Month and International Women’s Day (8 March), US track super star Allyson Felix fronted a new marketing initiative from PepsiCo’s ‘Pure Leaf’ teas which aims to assure women around the world that it’s alright to refuse employer demands that threaten their physical or mental well-being.
The campaign was created in harness with lead agency Edelman, plus teams from DDB (social), OMD (paid media), production company Eleanor, with post-production handled by Bandit, sound design and mix by Bronx Audio and input from the nonprofit SeekHer Foundation.
The campaign is spearheaded by a hero spot which introduces the initiative and its new grant program offering applicants $2,000 (committing $1m over the next three years) in compensation for wages they may lose after saying no to excessive extra shifts or insisting on pre-arranged time-off:
Images of hospitality staff, office workers and telemarketers and hints of employers and line managers lacking empathy and refusing support appear in parallel with a Felix voiceover and an encouragement for viewers to visit PureLeafGrants.com for further details about the programme.
The spot, which comes in 80-, 30- and 15-second versions, sees Flex state: “They want you to say yes. They count on it. So, when you stand strong, and say no, not everyone likes it. First, it’s the side-eye from the boss. Then, your hours slowly disappear from the schedule. You know how to say no. But we need a society that hears and accepts it. The next time you want to clock out early to watch your daughter’s recital or need to take a day for your mental health, you can. And for those who can’t spare the costs of no right now, Pure Leaf has created the No Grants.”
The brand’s own research means that it estimates that women stand to lose up to $1,400 in future earnings when they say no in the workplace. So the ‘No Grants’ provide $2,000 to cover that loss, plus taxes and individuals can apply through 30 November. A diverse selection committee nominated by SeekHer will review each request.
“It was an easy choice to focus on celebrating the beauty and positivity that can come out of women saying no in their everyday lives,” said Julie Raheja-Perera, GM and VP at Pepsi Lipton Partnership North America. “Women across the country are expected to say yes to everything. Yes to work, a side hustle, childcare. Yes to everything but themselves.”
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It was back in 2020 that Pure Leaf introduced its ‘No Is Beautiful’ tagline to act as a call for empowerment across its social-impact campaigns and this new grants program is an expansion of that effort which appeals directly to Pure Leaf’s predominantly female customer base.
In May 2019, US track and field star Allyson Felix made media headlines challenging her main sponsor Nike over the company’s approach to partner salary protections for pregnant athletes. Whilst the sports apparel giant eventually changed its policies, Felix nevertheless broke her ties to Nike and launched her own footwear brand Saysh in 2021.
Amongst her other recent marketing campaigns are 2021’s ‘Defy Logic’ for Logitech, Pantene’s ‘What’s Your Legacy’ and P&G’s ‘Lead With Love’.
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