Pure Leaf’s new TikTok hotline is relieving women of the “pressure to be sweet.”

Pure Leaf’s new TikTok hotline is relieving women of the “pressure to be sweet.” In promotion of the brand’s new Subtly Sweet Lower Sugar Iced Teas, actor and singer Coco Jones is hosting a Subtly Sweet “hotline” that focuses on the expectations women have to always appear sweet, even when they feel far from it. Jones is accepting questions and opening discussions starting this week, and those interested can leave a comment on her TikTok profile. Some of the topics she’ll address involve whether or not to be nice to a rude customer at work and helping out a friend who doesn’t ever help you. The hotline is tied to the brand’s “No is Beautiful” push “that links a positioning around no artificial ingredients to people setting hard boundaries, like saying “no” to extra work hours, and instead prioritize things that are fulfilling.” Pure Leaf is ultimately appealing to young females who are burnt out by prioritizing self-care and doing so on their favorite app. (Marketing Dive)