Lipton pulls ad amid doubts of brand success in UK
Lipton Ice Tea is scaling back its TV ad campaign in the UK as industry experts question brand's prospects on the market. The TV commercial, featuring global brand ambassador Hugh Jackman, will only be available online, despite running on TV in other countries. According to market specialists, this is due to the fact that Lipton Ice Tea does not make sense culturally in the same way as it does in the US and in other parts of Europe, because tea is consumed hot in the UK. Also, they note that Lipton's consistent marketing support over the past five years has yielded limited impact on the highly competitive UK soft drinks market.