beverages

Lipton Taps Lady Antebellum For Campaign

Lady-Antebellum

Lipton’s new campaign for its Lipton Tea & Honey iced tea mixes – being launched this month -- and Lipton 100% Natural ready-to-drink bottled iced tea will feature Grammy Award-winning trio Lady Antebellum.

The 2012 campaign, which will leverage the scale and reach of the partnership between Unilever and the Pepsi Lipton Partnership, will span national TV, print, radio, digital, branded online content, retail integrations and a consumer promotion.

The budget for this campaign for the iced tea lines is double 2011’s overall marketing spend for all Lipton tea products. It’s also double the spending for the last Unilever/Pepsi Lipton Partnership joint campaign, in 2006, which included print, TV and retail integrations.

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The creative is still in development; however, the iced teas’ existing “Think Positive” theme/tagline will continue.

“Lipton and Lady Antebellum share a positive and approachable style, and we’re excited to bring the ‘Drink Positive’ spirit to life -- together -- in a big way this year,” says Marc Hanson of the Pepsi-Lipton Partnership.

The 100% Natural Lipton Iced Tea line, which was launched last year, is adding a 64-ounce family-size bottle.

Lipton Tea & Honey mixes -- fruit-flavored teas sweetened with honey, in six varieties -- will be available in stores in mid-March, in 16.9-ounce “to-go” packets and one-quart pitcher packets.

That launch is currently being supported with free samples. Clicking into LiptonTeaandHoney.com takes users to Lipton’s Facebook page; those who “like” the brand can receive a free sample (the number of available samples is limited).

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