Unilever is understood to have appointed Tullo Marshall Warren to handle the below-the-line account for its Lipton Ice Tea brand.
The agency, which already works with Unilever on a number of personal care and household brands, is believed to have won the business after a competitive pitch against undisclosed agencies.
Unilever is known to be keen to drive sales of the drinks brand and it is thought that TMW will launch a summer campaign that will have a strong direct marketing focus. It is likely to include a media partnership tied in with coupons and competitions.
The change in strategy follows last year’s summer campaign, which focused on outdoor and cinema advertising. The ads are understood to have driven brand awareness but it is believed that consumption dropped off at the end of the campaign.
In the past, the brand has highlighted its “refreshing” positioning and pushed its healthy credentials as a tea-based product.