Is it possible to make a brand steeped in history hot to a new generation of tea drinkers?
Lipton Tea asks young consumers to Rethink the Drink. Lipton came to Ogilvy PR with a very clear challenge—to make Lipton Tea hot with tea’s cool crowd of younger consumers. They wanted PR to play a part in its overall brand transformation to make the brand relevant – both in terms of the changing nutrition landscape, as well as ‘steeping’ the brand in pop culture. Today’s consumers think more about what they eat and less about what they drink. Research showed that Americans consume an estimated 25 percent of their daily caloric intake through liquid calories, while it should only be about 10 percent. The idea to Rethink the Drink worked functionally and emotionally by linking the brand with the health benefits of tea and infusing it into pop culture with young influencers. To get media, influencers and consumers talking about Lipton, Rethink the Drink was developed as a two-part campaign, Healthy Beverage Guidelines and the Lipton Pyramid Tea Party. Using renowned nutrition expert Dr.
