Lipton Goes with Grammy Winner Lady Antebellum

Tea brand Lipton has unveiled its new campaign starring Grammy Award-winning trio Lady Antebellum featuring national TV spots that highlight 100% Natural Lipton Iced Tea and introduce new Lipton Tea & Honey iced tea mixes.

“Our work with Lipton embodies the personality of our band, and we’re proud to represent the ‘Drink Positive’ spirit,” says Lady Antebellum’s Hillary Scott who noted that the band is also uniting with Lipton to raise donations and plan a May 16 benefit concert for Henryville, Ind., a community that was ravaged by tornadoes in March.

In 15- and 30-second TV spots, Lady Antebellum taps 100% Natural Lipton Iced Tea for a pre-concert refresher to show that when you put good things in, you can’t help but shine on the outside. The band then transforms into the sun, water and tea leaf silhouettes to entertain fans with its performance.

In the 15- and 30-second TV spots for Lipton Tea & Honey, the band uses the convenient to-go powders to refresh park goers on a sweltering summer day. Revitalized by drinking Tea & Honey, fans join the band in an impromptu concert.

This line of iced tea mixes is stated to be sweetened with honey and made from real tea leaves and real fruit flavors with only 5 calories per 8 fluid ounce serving. Lipton Tea & Honey is hitting stores now, and to celebrate, Lipton is giving fans the chance to join in on the refreshment and fun with free samples of Tea & Honey, available at http://www.liptonteaandhoney.com.

In addition to the television ads, Lady Antebellum and Lipton created the band’s first-ever behind-the-tour webisodes. The “Drink Positive With Lady Antebellum” series features the band engaging in a series of challenges to determine which member of Lady A knows his or her bandmates the best.

Fans who want to get even closer to the band can enter the “Drink Positive Sweepstakes with Lady Antebellum” on Facebook for the chance to win a visit with the band in Nashville and exclusive live music downloads. The campaign also includes print, radio, digital, and retail integrations.

“Lipton and Lady Antebellum share a positive and approachable style, and we’re excited to come together in a big way this year,” says Marc Hanson, director on Lipton. “This multi-faceted partnership will provide consumers with new ways to interact with the band and Lipton this summer.”

RMN News

Rakesh Raman