Lipton Tea will strike a healthful positioning with a summer tour and sweepstakes.
The Simple Steps campaign centers on hiking, with a mobile “virtual hiking vehicle” touring 18 cities through mid-October. Visitors can test their hiking skills on a half-mile “virtual hike” in different terrain, from desert to city walking.
Editors from Backpacker and Prevention magazines and Columbia Sportswear reps will give advice on hiking gear and local trails. Lipton will sample tea bags and Ready to Drink Iced Tea.
A national on-pack sweeps will award $80,000 worth of prizes, from grand-prize 2004 Mitsubishi Endeavor SUV to backpacks, hiking boots, shirts and hats from Columbia Sportswear. Game pieces appear on boxes of tea bags and under the cap for ready-to-drink teas through August. Tracy Locke Partnership, Dallas, handles.
The effort highlights antioxidants in tea and pairs the beverage with hiking as “natural ways to be good to yourself,” said senior marketing director Ginny Blakewest in a statement.
Parent Unilever, Englewood Cliffs, NJ, distributes Lipton Tea in partnership with Pepsi-Cola Co. via the Pepsi-Lipton Tea Partnership.
Network
