Lipton looks to revamp tea time as it repositions brand

‘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.

Credits

Ekaterra

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

Lipton

Global brand director: Asli Erdogan

Global brand team: Marie-Helene Dubois, Paulina Jaskierska

Global consumer insights lead: Alessandra Orgler

Marketing lead, France: Pauline Forien

Lola MullenLowe

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