Lipton's campaign brings hot and iced categories under one roof
The new advertising campaign for Lipton tea, launched during the Academy Awards ceremony, combines hot and iced categories under a single global positioning. For the first time, Unilever's hot and iced tea brands are united in a single multi-million dollar brand campaign, headlined by the characters from Muppets. Under the "be more tea" slogan, the ads aim to give the brand a playful, fun and irreverent tone, instilling a more relaxed, zen-like attitude to daily life. The global revamp is expected to cost more than $40 million, roughly double what Unilever spent last year. It is in line with the wider overhaul of how Unilever plans to market its global brands in the future, with a bigger focus on targeted digital platforms.