Pure Leaf Iced Tea announced a partnership with the Hallmark Channel to bring the brand's "No is Beautiful" campaign message to movie-lovers via a new holiday film, "Christmas Class Reunion."

A limited edition, mint-flavored Pure Leaf Iced Tea, "Merry Mint", simultaneously launched through a social media giveaway for consumers to enjoy while watching the film.

Premiering December 10th, 2022 on the Hallmark Channel, the new film showcased a scene with a powerful "no" moment that creates space for the lead character, Noelle, to say "yes" to spending time with friends and family during the holidays. Pure Leaf worked with Hallmark to infuse its "No is Beautiful" message into this pivotal scene. In its tea, Pure Leaf says "no" to artificial flavors, tea powders and concentrates, and to anything that doesn't make Pure Leaf taste great. In life, Pure Leaf encourages people to say "no" to the things that don't serve them, so that they can say "yes" to more of the things that matter most.

The "Merry Mint" flavor helpd to instantly invoke feelings of the holiday spirit and could also serve as the perfect base for a cocktail or mocktail infused with festive cheer. The mint-flavored iced tea was available to consumers for a limited time through a social media giveaway that was live on Instagram. The first 25 winners of the giveaway did not only receive the Hallmark movie inspired tea, but also an array of holiday goodies that fully equipt them for a cozy movie night with Pure Leaf and "Christmas Class Reunion." Consumers could enter to win from December 7–11, 2022 by following @PureLeaf on Instagram and commenting their favorite holiday emojis on the giveaway post.    

Pure Leaf also be hosted a holiday pop-up event at 141B Newbury Street in Boston, Massachusetts on Saturday, December 10th, 2022. The public was invited to stop by from 11AM – 6PM for some festive fun, and could reserve a spot in advance via Eventbrite. The Pure Leaf pop-up event featured an exclusive sneak peek of the Hallmark film scene, a professional photographer taking complimentary family & friends holiday photos, tea-infused holiday mocktails, and samples of the limited-edition "Merry Mint" tea.