Lipton, a leading tea brand in the U.S., has kicked off a marketing initiative with the announcement of a partnership with Grammy Award-winning trio Lady Antebellum.
Lipton and Lady Antebellum together will bring music, tea and entertainment content to fans across the country in support of new Lipton Tea & Honey iced tea mixes and Lipton 100% Natural ready-to-drink bottled iced tea.
The campaign leverages the scale and reach of the partnership between the Unilever and the Pepsi Lipton Partnership, creating a first-of-its-kind marketing initiative. The 2012 campaign includes national TV, print, radio, digital, exclusive online content, retail integrations and a consumer promotion—doubling the marketing spend from 2011.
“Lipton is proud to partner with Lady Antebellum to bring exciting content to our fans this summer,” says Marc Hanson, of the Pepsi-Lipton Partnership. “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.”
“All three of us grew up drinking Lipton tea, and we always have a well stocked supply on the bus. Plus, we love the ‘Drink Positive’ message and are excited about connecting with our fans on a whole new level through this campaign,” says Lady Antebellum’s Hillary Scott.
Building off the momentum of the 2011 launch of 100% Natural Lipton Iced Tea, Lipton will also launch new product offerings that are designed to let consumers enjoy tea anytime, anywhere including a new 64oz family size 100% Natural Lipton Iced Tea and Lipton Tea & Honey, a new line of iced tea mixes that are sweetened with honey and made from real tea leaves and real fruit flavours, according to the company.
Beginning March 1, Lipton is giving away a limited number of Lipton Tea & Honey samples to consumers who visit www.liptonteaandhoney.com. It will be available mid-March in both 16.9 oz. to-go packets and one quart pitcher packets in six flavors.