Lipton is Unilever’s global tea brand. This is also the leading tea brand in the world. Lipton mainly offers three varieties: tea bags, packet tea and Ice Tea. Offered in both hot and cold format this brand is targeted to ‘Aspiring’ segment and mainly to the youth. The intended current positioning of the brand is ‘tea for out-of-home consumption’. So, the brand is available in forms like: 250 ml glass bottles, 200 ml vending cups, 245 ml cans and one litre tetra pack. For the same reason the brand is sold in 15,000 vending machines across the country and recently HUL has also tied up with Pepsi to use Pepsi’s extensive distribution network to market and sell Lipton Ice Tea. In sync with the brands targeting and positioning the ads shows aspiring youth consuming the tea in out-of-home conditions. Here is the official website of the brand – http://www.lipton.com/ – here you can learn a lot more about the brand along with some interesting information about tea and sustainable development.
Lipton uses some very innovative ideas to promote itself worldwide. A very interesting approach that I came across is this Lipton website named Brain Train. To directly quote them: “Brain Train users will be able to challenge their minds with brain exercises ranging from simple maths problems, reaction tests and memory, with the ability to chart and compare results. Registered users can keep track of their mental development, play stimulating games and learn more about the benefits of tea all while being in the running to win $30,000 in cash!” Seems in innovative idea to promote tea by promoting mental health. What do you say?
I will end this post with a Lipton ad in a language I could not figure out. Let us know if you can. Lol. 😀