(MusiqQueen.com/Lipton) Lipton, the largest tea brand in the U.S., today unveils its new campaign starring Grammy Award-winning trio Lady Antebellum featuring national TV spots that highlight 100% Natural Lipton® Iced Tea and introduce new Lipton® Tea & Honey iced tea mixes.
“Our work with Lipton embodies the personality of our band, and we’re proud to represent the ‘Drink Positive’ spirit,” says Lady Antebellum’s Hillary Scott who noted that the band is also uniting with Lipton to raise donations and plan a May 16 benefit concert for Henryville, Ind., a community that was ravaged by tornadoes in March.
In 15- and 30-second TV spots, Lady Antebellum taps 100% Natural Lipton Iced Tea for a pre-concert refresher to show that when you put good things in, you can’t help but shine on the outside. The band then transforms into the iconic sun, water and tea leaf silhouettes to entertain fans with an epic performance (view the 30-second spot on YouTube).
In the 15- and 30-second TV spots for Lipton Tea & Honey, the band uses the convenient to-go powders to refresh park goers on a sweltering summer day. Revitalized by drinking Tea & Honey, fans join the band in an impromptu concert (view the 30-second spot on YouTube). This unique line of iced tea mixes is sweetened with honey and made from real tea leaves and real fruit flavors with only 5 calories per 8 fluid ounce serving. Lipton Tea & Honey is hitting stores now, and to celebrate, Lipton is giving fans the chance to join in on the refreshment and fun with free samples of Tea & Honey, available at http://www.liptonteaandhoney.com.
In addition to the television ads, Lady Antebellum and Lipton created the band’s first-ever behind-the-tour webisodes. The “Drink Positive With Lady Antebellum” series features the band engaging in a series of challenges to determine which member of Lady A knows his or her bandmates the best. Fans who want to get even closer to the band can enter the “Drink Positive Sweepstakes with Lady Antebellum” on Facebook for the chance to win a visit with the band in Nashville and exclusive live music downloads. The campaign also includes print, radio, digital, and retail integrations.
“Lipton and Lady Antebellum share a positive and approachable style, and we’re excited to come together in a big way this year,” says Marc Hanson, Director on Lipton. “This multi-faceted partnership will provide consumers with new ways to interact with the band and Lipton this summer.”
Building off the momentum of the 2011 launch of 100% Natural Lipton Iced Tea, Lipton will also launch new product offerings that are designed to let consumers enjoy tea anytime, anywhere, including a new 64-oz. family-size 100% Natural Lipton Iced Tea.
For more information on the Lady A sweepstakes, go to www.DrinkPositiveLadyAntebellum.com or www.DrinkPositiveLadyA.com. To donate to the Henryville relief effort, fans can go to www.rebuildinghenryville.com.
With more than 100 years of experience, Lipton is one of the world’s great refreshment brands, with tea-based drinks including leaf tea, infusions, and ready-to-drink iced tea. For more information on Lipton, please visit Facebook.com/Lipton, Facebook.com/LiptonIcedTea or LiptonT.com.
About Lady Antebellum
Lady Antebellum’s PLATINUM third disc OWN THE NIGHT debuted at the No. one position on Billboard’s Top 200 in Nov. and most recently earned the trophy for Best Country Album at the 54th Annual GRAMMY Awards. The disc has already spawned two No. one hits “We Owned The Night” and “Just A Kiss,” and its current single “Dancin’ Away With My Heart” is climbing through the Top 10 on country radio charts. The new album also serves as inspiration for their current OWN THE NIGHT 2012 WORLD TOUR, which continues to break venue attendance records across the country with upcoming dates also scheduled across Canada and Europe. The reigning ACM and CMA Vocal Group of the Year has sold over eight million albums across the globe, spawned six No. one hits, scored seven GRAMMYs and over a dozen other award show trophies.
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.
About Unilever North America
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca.