Lipton says the marketing drive aims to tie the brand to the “playfulness, fun and irreverence” of the Muppets. It is an attempt to give the brand a distinct tone after previous campaigns, particularly in the UK, have been lower-key, in-store and sampling focused.
The campaign gets under way in the US next month when a 60-second spot will run during the Oscars awards ceremony (2 March). It will also be shown on YouTube and Facebook with Lipton hoping to use the buzz around the upcoming “Muppets Most Wanted” movie to promote its new “Be More Tea” strapline.
Lipton has been telling fans about the tie-up on its Facebook and Twitter profiles ahead of posting more details in the run-up to the awards (see below).
The global revamp will reportedly cost Unilever more than $40m (£24m), double what it spent last year. Unilever has been working on the strategy since as early as last September with it claiming at the time it will turn “Lipton into the global iconic brand it deserves to be”.
The changes to Lipton come amid a wider overhaul of how Unilever markets its brands globally that has led to a 12 per cent cut in its marketing headcount. The FMCG business plans to shift spend from traditional media channels such as TV to cheaper and more targeted digital platforms.