• January 10, 2013

A new Lipton campaign, dubbed "Drink positive," aims to drive awareness and sales of its classic black tea in bags among Millennials, reports Stuart Elliott in The New York Times.

The new campaign is the first major marketing effort for the company's flagship black tea, sold in a yellow box, since 1989. The campaign's budget is estimated at more than $10 million.

Although Unilever's Lipton continues to be the market leader in bagged and loose teas, the black tea has in recent years been overshadowed by newer Lipton offerings like green tea, tea in pyramid-shaped bags, herbal tea, iced tea and ready-to-drink tea -- and the brand recognizes that marketing the black tea to Millennials is critical to its future.

A new TV spot for the black tea that began airing this week on shows like “Late Night With Jimmy Fallon” and “Saturday Night Live" shows a Millennial woman saying: "This is me. This is my tea," adding: "I feel more positive, more inspired." 

In addition to TV and other traditional media, the campaign is appearing on Liptontea.com and in social media including Facebook, Instagram and Twitter.