USA: Lipton’s Iced Tea to Sport Sleek Image
Beginning this week, Lipton's Iced Tea will splash its way into stores with a new bottle design, contemporary graphics and new advertising.The advertising campaign for the ready-to-drink premium tea, which is sold in glass bottles, will feature the tagline "You'll feel good ... maybe too good." Created by J. Walter Thompson New York, it will begin running on television, radio and outdoor locations in late May. Lipton's Iced Tea has not advertised on television since 1996."This is a big year for Lipton's Iced Tea," said Stephane Jacqmin, senior marketing manager, Pepsi-Lipton Tea Partnership. "The new look and the new advertising campaign will differentiate us from our competitors and keep Lipton's Iced Tea top of mind with anyone looking for real refreshment." The new bottle design, created by The Coleman Group, New York, was a favorite among consumer focus groups. It is taller and narrower than the old version, and it has an indented area that makes it "grippable." The base is narrow enough to fit in a car cupholder -- a true benefit for an ever-increasing number of on-the-go consumers.Sterling Group, an international brand consultancy headquartered in New York, conducted brand equity research and redesigned the bottle graphics. The Sterling design team created a modern version of the white on red Lipton cartouche logo, which was found to have tremendous equity in research. It is slanted and bold to suggest a fun feeling, but it still says "quality tea" from Lipton. A clear, wrap-around label highlights the clarity of the product."The strategy for the redesign was to celebrate the brand and iced tea refreshment in a simple, uncomplicated way," said Margie Butler, senior vice president, Sterling Group. "We focused on Lipton's Iced Tea as the ideal, intuitive choice for real refreshment."Lipton's Iced Tea is marketed through the Pepsi-Lipton Tea Partnership, which also markets Lipton Brisk.
May 5, 2000