When an unlikely partnership just works

Martha’s got the tea.

It’s sweet. It’s iced. And she didn’t make it herself...?

That's right, the unofficial queen of DIY is the face of Pure Leaf tea's new campaign. And she's saying you should ditch the homemade iced tea.

The “Don’t Do It Yourself” campaign encourages you to free up time for other hobbies by skipping out on making your iced tea from scratch. Just drink theirs instead, which apparently tastes just as good as the real thing.

The hilarious campaign highlights all the hobbies you'll have time for once you stop making your own tea.

I mean, did you ever think you’d see Martha Stewart playing ‘Still D.R.E.’ by Dr. Dre & Snoop Dogg ON THE HARP?

Neither, but here we are.

I also never thought I’d see her crafting a chair with a chainsaw.

But alas, you can see it all in this campaign!

In the two 15-second commercials, Martha shows off the hobbies she now has time for, thanks to Pure Leaf. “Don’t do it yourself” she says at the end, “Leave it to Pure Leaf iced tea.”

A Matcha made in heaven.

The decision to place Martha as spokesperson for this campaign was genius for a multitude of reasons. But the most striking is that this is a seemingly counterintuitive partnership. Martha is known for doing everything on her own. From culinary efforts to crafts and gardening, there’s no hack she can’t teach you. 

So, when the queen of DIY says a bottled tea reaches her standards, her loyal servants hang on every word. Which is exactly why this strategic partnership works so well. Martha takes what her community may see as a downfall of the product and turns it on its head.

But this campaign isn't just a great move for Pure Leaf tea. It's also a great move for, you guessed it, Martha's personal brand.

Using ‘Still D.R.E.’ as the song choice, a nod to her frequent collabs with Snoop, and the mention of her “high standards” just add to the Martha lore.

This campaign highlights the enduring relevance of her brand as an icon that can connect with consumers across all markets. And Pure Leaf’s recognition of this fact is a major win for their brand.

Don’t be Chai.

So what can you learn from this collaboration?

Fortune favours the bold. So play to your strengths, but also think about how you can represent your weaknesses in a way that benefits your brand.

-Sophie, Pop Culture Queen