Pure Leaf “Once Upon A No” PR launch Event & GMA activation
CREATIVE VISION / EXPERIENCE DESIGN / EVENT PRODUCTION / SWEEPSTAKES MANAGEMENT
Pure Leaf’s ‘No is Beautiful’ campaign is a prompt to say NO to things that don’t matter and YES to more things that do. Track helped the brand bring this to life with three concurrent activations – a media-only bookstore event, an official launch on Good Morning America, and the ‘Once Upon a No’ contest.
Our initial bookstore event was lush with experiential touch points and transportive decor. At the NOpiary wall, guests filled out mad-libs style fairytale cards and said NO to things like self doubt and YES to things like confidence and peace of mind. In the Sip N’ See area, attendees were the first to see Amy Poehler’s video series while enjoying Pure Leaf mocktails and fairytale-inspired lite bites. We then opened the contest to the public, placing our NOpiary wall in front of GMA and encouraging passersby to enter the Once Upon a NO contest for a chance to win a trip to Miami.