Lipton® Taps Grammy Award-winning Trio Lady Antebellum to Own the “Drink Positive” Spirit with Refreshing New Campaign
PURCHASE, N.Y., March 1, 2012 /PRNewswire/ — Lipton, the largest tea brand in the U.S., today kicks off the brand’s most comprehensive marketing initiative to-date with the announcement of an exciting partnership with Grammy Award-winning trio Lady Antebellum. Lipton and Lady Antebellum together will bring inspiring music, refreshing tea and entertaining 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 unique line of iced tea mixes that are sweetened with honey and made from real tea leaves and real fruit flavors.
Beginning today, Lipton is giving away a limited number of Lipton( )Tea & Honey samples to consumers who visit www.liptonteaandhoney.com. Lipton Tea & Honey will be available mid-March in both 16.9 oz. to-go packets and one quart pitcher packets. Lipton( )Tea & Honey is available in six delicious flavors.
With more than 100 years of experience, Lipton is one of the world’s great refreshment brands, with tea-based drinks including leaf tea, infusions, and ready-to-drink iced tea. For more information on Lipton, please visit Facebook.com/Lipton, Facebook.com/LiptonIcedTea or LiptonT.com.
About Lady Antebellum
Lady Antebellum’s PLATINUM third disc OWN THE NIGHT debuted at the No. one position on Billboard’s Top 200 in Nov. and most recently earned the trophy for Best Country Album at the 54th Annual GRAMMY Awards. The disc has already spawned two No. one hits “We Owned The Night” and “Just A Kiss,” and its current single “Dancin’ Away With My Heart” is climbing through the Top 10 on country radio charts. The new album also serves as inspiration for their current OWN THE NIGHT 2012 WORLD TOUR, which continues to break venue attendance records across the country with upcoming dates also scheduled across Canada and Europe. The reigning ACM and CMA Vocal Group of the Year has sold over six million albums across the globe, spawned six No. one hits, scored seven GRAMMYs and over a dozen other award show trophies.
In its global portfolio of food and beverage brands, PepsiCo has 22 different brands that generate more than $1 billion each in annual retail sales. Our main businesses also make hundreds of other enjoyable foods and beverages that are respected household names throughout the world. With net revenues of over $65 billion, PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.
About Unilever North America
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca.