Lipton Brews New Marketing Campaign

Lipton is putting the spotlight on its iconic black tea to encourage consumers to "Drink Positive" in 2013. As part of this effort, the brand today unveiled a new national advertising campaign for its classic black tea, a first in over 20 years. The multi-channel campaign includes television, digital, in store, social, public relations and a worldwide contest on Instagram.

 

"With approximately half of the American population drinking tea on a daily basis, we saw a fit for today's lifestyle with the leaf that started it all," says Alfie Vivian, VP Refreshments, Unilever North America.

 

The new black tea campaign was created to give new and loyal consumers an uplifting reason to go back to basics and drink black tea on more than just an occasional basis. Lipton's new 15-second spot, airing on network and cable TV, shows black tea as providing that uplifting moment amidst hectic, daily lives. This is all captured perfectly in the tagline: Drink Lipton and you'll be surprised at how great you feel.

 

Lipton is also uplifting the tea shopping experience with new packaging that features a more vibrant "Lipton Yellow" to make the pack easier to find on shelf. Inside the box, Lipton now adds fresh pressed tea leaves to its new blend for consumers.

 

Additionally, the brand is inviting fans to share their uplifting moments in 2013. Lipton is launching a global photo challenge, where people around the world can creatively and visually share the uplifting benefits of tea via Instagram. Participating countries include Greece, Italy, Netherlands, Pakistan, Poland, Spain, Sweden and the United States. "The #Liptagram global photo challenge is the first for the brand and we are thrilled to get our passionate tea fans worldwide to create these one-of-a-kind images through Instagram and see Lipton through a different lens," says Vivian.