Herbal tea brand Pukka Herbs has launched its latest campaign in collaboration with author Otegha Uwagba, to help young women sleep better.
The advert, a retelling of the Brothers Grimm fairy tale Sleeping Beauty, comes as research from the firm highlighted that 68% of women (aged 25-44) agreed they struggled to get enough sleep nightly.
Respondents reported often wrestling with overthinking (50%), work stress (38%), too much screen time (32%), money worries (30%), and too much social media consumption (25%).
Marion Mackonochie, herbal science manager at Pukka Herbs UK said: “We know that sleep is more than just rest, it’s the foundation for a brighter, healthier, and more balanced life. With Pukka Nighttime, you can wake up feeling revitalised and ready to seize the day, every day. It’s the perfect addition to the bedtime routine for any modern-day sleepless beauty.”
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Those who suffered from a lack of sleep reported they were often irritated by the people around them and were less motivated at work. To get more rest, the study showed 44% of women aged 25-34 admitted to trying out social media trends, which ranged from positive affirmations, to white noise and ASMR (autonomous sensory meridian response).
The refreshed tale, written by Uwagba, references the barriers women face to getting enough sleep and states that drinking a cup of Pukka Night Time could aid them in getting a better night’s sleep.
Uwagba said: “When Pukka approached me to rewrite Sleeping Beauty as a modern day tale exploring the issues women face when it comes to sleep, it felt a little like kismet [as] I’ve long had my own sleep struggles, and suffered through many a restless night, so I had plenty of experience to draw on.
“For me and so many others, the biggest enemy of sleep is my phone and social media, so I made those a central part of my protagonist Penelope Neversleep’s story, while also exploring a few other themes (work stress, dating woes) that I’m sure many women will recognise.”
