This isn’t your typical tea so put your pinkies down and the volume up. Lipton, the world’s number one tea brand is taking on a new positioning and with it, the entire tea market. With “Good shines in. Good shines out.” the brand adds some energy and rock & roll to put a spotlight on this traditional drink.
The campaign starts in the heart of Kenya. With a focus on the naturalness of tea, the action takes place in Kenya, tea gardens where a good part of Lipton Yellow Label black tea is grown. Here we see a glimpse of what makes Kenya the perfect place to grow tea: the constant sunshine, the daily rainfall, the diverse wildlife, the elevation and of course, the passion and skills of the farmers.
Then things take off on a frenetic trip, showing tea drinkers from all walks of life: a woman in a spa, a group of friends in a motorhome, adversaries having a chess match and a man dancing on the street with a to-go cup. This a significant departure from the usual people we see drinking tea. The high-energy music, fast-paced editing and the overall vibe of the film is something quite unexpected from a tea brand. And it makes sense, Lipton’s tea range can put you in all sorts of moods: from helping you relax after a long day to getting you pumped up to kick Monday in the face.
Marie-Helene Dubois, Global Brand Manager of Lipton said: “We gave ourselves a simple challenge: to make people fall in love with tea, with Lipton.”
“It was an exciting challenge; we weren’t just repositioning a brand; we were revamping tea.” - Tomás Ostiglia, Executive Creative Director at LOLA MullenLowe.
The film was produced by Landia and ManVsMachine and is currently running on TV in Poland and France and is live across all social media channels, POS, & print.
