Lipton looks to revamp tea time as it repositions brand
Lola MullenLowe is behind the refresh of the Ekaterra-owned brand, which is aiming to make people fall in love with tea.
Lipton is shaking its usually conservative marketing approach with a revamp that presents the traditional drink in a contemporary manner.
‘Good shines in. Good shines out’ sees the Ekaterra-owned tea brand adopt an unexpected tone. A familiar opening from the fields of Kenya where the tea crop is grown shifts to focus on today’s diversity of tea drinkers.
Against an energetic soundtrack, the ad sees Lipton position itself as a conduit to put you in different moods, from relaxed and tranquil to action-ready.
Marie-Helene Dubois, global brand manager of Lipton, commented: “We gave ourselves a simple challenge: to make people fall in love with tea, with Lipton.”
Ad agency Lola MullenLowe was behind the brand refresh. Tomás Ostiglia, executive creative director, added: “It was an exciting challenge; we weren’t just repositioning a brand, we were revamping tea.”
Lipton’s unorthodox approach follows its recruitment of rapper T-Pain to instruct younger drinkers on the perfect ice tea pairings.
Global chief marketing officer: Aparna Sundaresh
Global creative and digital director: Fox
Tea expertise R&D director: Kurush Bharucha
Global R&D director: Lalitesh Chandra
Global brand director: Asli Erdogan
Global brand team: Marie-Helene Dubois, Paulina Jaskierska
Global consumer insights lead: Alessandra Orgler
Marketing lead, France: Pauline Forien
Executive creative director: Tomas Ostiglia
Creative directors: Kevin Cabuli, Jorge Zacher
Associate creative directors: German Rivera, Diego Vieira
Managing director: Tom Elliston
Acount director: Bárbara de la Plaza
Head of production: Felipe Calviño
Producer: Jorge Saade
Head of planning: Camilla Facin
Agency PR: Enrique Caballero