Lipton’s top marketer on making the category more relevant to more people and finding its own ‘Magnum crack’ moment.
Lipton is looking to “ignite the tea category” with the launch of its new global brand platform ‘Tea Changes Everything’.
The iced tea brand – a co-venture between PepsiCo and Unilever – has put its biggest brand investment in a decade behind the platform, which its global CMO April Adams-Redmond says totals “hundreds of millions” over the next two years and is “distinctive, ownable and memorable”.
Lipton is the undisputed leader in the iced tea category but has struggled to gain momentum in the wider beverage space in recent years. Adams-Redmond describes iced tea as “relatively small” when compared with the carbonated drinks category. She believes this platform will “accelerate its growth and the growth of the category” in a wider sense.
