Lipton's newest ad campaign refocuses on black tea
After years of promoting green, white and iced tea, Lipton's latest advertising campaign is devoted the core business of the company, namely black tea. The national campaign is the first in over 20 years to feature black tea, which is by far the most consumed type of tea in the US with 85% of the market. According to market data, Lipton led the $1.16 billion category with $265 million in sales in 2012, well in front of Bigelow at $117 million. The multi-channel campaign is centered around the pleasure and the resulting uplifting feeling of drinking tea and includes television, digital, in-store, social, public relations and a worldwide contest on Instagram. Lipton's budget for this campaign is estimated to top $10 million, compared to $5 million that the company spent on advertising last year.