ENGLEWOOD CLIFFS, N.J. — Unilever-owned tea company Lipton is looking to breathe new life into a brand more than 130 years old.
Lipton announced Thursday its "Uplift Your Day" campaign surrounding its flagship black tea brand, introduced by Sir Thomas Lipton in 1879. The campaign will include television, digital, in-store, social networking and public relations, as well as a worldwide contest on Instagram.
In that contest, consumers can upload images through Instagram from Feb. 4 through March 2, tagging the image #Lipton. The grand prize winner will win an all-expense paid trip to Kenya for two to visit Lipton's Rainforest Alliance-certified tea estates; 12 additional winners will receive a tablet.
"With approximately half of the American population drinking tea on a daily basis, we saw a fit for today's lifestyle with the leaf that started it all," Unilever North America VP refreshments Alfie Vivian said.