Sweet Leaf Tea


Brand Positioning

Sweet Leaf Tea came to McGarrah Jessee as a well established brand with a beloved personality, but no position and brand creative idea to drive marketing. We knew people loved the product, but what made it so great? How could we translate that into a compelling brand story? The heart of the Sweet Leaf brand is Grannie: the family’s homemade original recipe is what makes the tea so darn delicious. We discovered that in a world where everyone was trying to be cool, Grannie wasn’t. Grannie is authentic because she’s not trying to be anyone but her sweet, tea-making self. Like many Grannies, we applied this by positioning the Sweet Leaf Tea as a brand that puts goodness into action. This positioning produced much greater creative direction for event managers and program producers, resulting in unified branding that was consistent throughout all marketing experiences.