ENGLEWOOD CLIFFS, NJ -- Unilever is kicking off a new national advertising campaign for its classic Lipton black tea for the first time in more than 20 years. The "Drink Positive" campaign aims to draw younger consumers to Lipton's black tea bags, which have been overshadowed in recent years by a growing mix of green, white and herbal varieties.
In addition to TV, print, in-store and online marketing, the campaign includes an upgrade of the brand's flagship packaging, with a more vibrant yellow and the addition of fresh pressed tea leaves to the teabags.
Lipton's new 15-second television commercial depicts drinking black tea as a way for consumers to enjoy an uplifting moment every day in their hectic lives. Its tagline: "Drink Lipton and you'll be surprised at how great you feel." Supporting the message is research that shows how black tea's hydrating benefits and natural caffeine provide a gentle boost to help consumers stay energized throughout the day.
"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," said Alfie Vivian, vice-president of refreshments for Unilever North America. "A daily Lipton tea break is something good we can all do for ourselves to give us that moment to de-stress, refresh and refocus within our hectic lifestyles."
Additionally, the brand is launching a global photo challenge through Instagram, a photo-sharing application. From Feb. 4 to March 2, consumers can upload images based on inspirational weekly keywords, including "uplifting," "excitement," "spontaneous" and "brightness," and tagged with #Lipton. All images will be automatically uploaded into a dedicated application on Facebook.com/Lipton.
The grand prize is an all-expense paid trip for two to Kenya, where Lipton's Rainforest Alliance certified tea estates are situated. Twelve additional winners, who will be identified throughout the course of the challenge, will each receive a tablet computer. Participating countries include the U.S., Greece, Italy, Netherlands, Pakistan, Poland, Spain and Sweden.