Premium Beverage Brand Launches Kindness-Based Initiative At Community Event On The High Line
NEW YORK (May 17, 2013) – Sweet Leaf® Tea, a brand offering authentic, organic teas and beverages, will launch its Be Sweet Out ThereTM campaign with the larger-than-life “Be Sweet New York City” event taking place on the High Line on May 17. Unveiling an interactive bottle cap installation, Sweet Leaf® Tea will bring fun and festivities to this local landmark in hopes of spreading kindness throughout the community.
A campaign aimed at encouraging everyday acts of kindness, Be Sweet Out There TM will first make its mark in the Big Apple by encouraging New Yorkers to be sweet through an interactive bottle cap installation. Park visitors will be invited to pull one of the 3,000 caps from the installation, each with an “Act of Sweetness” printed on the back asking consumers to do things like “Hail a cab for a stranger,” “Buy your co-worker coffee,” “Give someone a compliment today,” etc. After all caps are removed, a hidden Sweet Leaf® Tea mural will be revealed. While enjoying this display and the vibrant scene of the High Line, attendees will also be treated to a variety of Sweet Leaf® Tea flavors.
“From simple, authentic ingredients to the homemade goodness you find in every sip, we know it’s the little things that often mean the most. And we believe that, like us, everyone has a little sweetness in them,” said Meghan Conboy, Associate Marketing Manager of the Sweet Leaf® Tea brand. “We’re calling on New Yorkers to show us how sweet they really are. The High Line is the perfect place to kick off the campaign as we feel it really embodies the spirit of our brand and this movement. We are so excited to partner with and support Friends of the High Line and are looking forward to using the High Line to spread the sweetness across the city.”
“We are so excited to be partnering with Sweet Leaf® Tea,” said Joshua David, Co-Founder of Friends of the High Line. “This installation shows how public-private partnerships can present engaging opportunities for High Line visitors while also supporting the ongoing maintenance and operations of the park, which is funded entirely by the generosity of private donors.”
The “Be Sweet New York City” event will take place from 10:00 A.M. to 8:00 P.M. in the Chelsea Market Passage on the High Line. The nearest park entrance is located at West 16th Street and 10th Avenue. For information about the High Line, please visit www.thehighline.org. For additional information about Sweet Leaf® Tea or the Be Sweet Out There TM campaign, please visit www.sweetleaftea.com/besweet.
About Sweet Leaf Tea®
Founded in 1998, Sweet Leaf® Tea is one of the fastest-growing beverage brands in the United States. Sweet Leaf® Tea is based on founder Clayton Christopher’s grandmother’s recipe and technique, and is available nationwide. Sweet Leaf® Tea is now a part of the Nestlé Waters North America family of companies, joining the number three non-alcoholic beverage company by volume in the US. For more information please visit, http://www.sweetleaftea.com.
About the High Line and Friends of the High Line
The High Line is an historic elevated freight rail line transformed into a public park on Manhattan's West Side. It is owned by the City of New York, and maintained and operated by Friends of the High Line. Founded in 1999 by community residents, Friends of the High Line fought for the High Line’s preservation and transformation at a time when the historic structure was under the threat of demolition. It is now the non-profit conservancy working with the New York City Department of Parks & Recreation to make sure the High Line is maintained as an extraordinary public space for all visitors to enjoy. In addition to overseeing maintenance, operations, and public programming for the park, Friends of the High Line works to raise the essential private funds to support more than 90 percent of the park’s annual operating budget, and to advocate for the preservation and transformation of the High Line at the Rail Yards, the third and final section of the historic rail structure. For further information, please visit www.thehighline.org.