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8 Lipton

Lipton

Company: Unilever plc

Brand value: US$8,668 million

Headquarter city: Rotterdam, Netherlands

Change since 2017: 6%

Industry: Soft drinks

Year formed: 1890

 

Lipton has become a global byword for tea, and its distinctive yellow label is widely recognised. The brand claims that its global market share is nearly three times that of its competitors, selling in more than 110 countries. As well as its traditional black tea teabags, Lipton also has a range of fruity and herbal teas, green tea, and ready-to-drink and powdered iced teas. In the UK, product innovations have helped make tea drinking more fashionable in recent years. In late 2017, Lipton launched five new varieties as part of a new Lipton Wellness range with botanicals and essential oils; online articles and tutorials promote the use of tea in wellbeing. This builds on an earlier partnership between the brand and The Muppets, urging people to “Be More Tea”, looking on the bright side while living in a stressful world. Lipton Ice Tea was at the centre of a summer roadshow and cross-platform campaign, creating relaxation zones in urban areas where passers-by could pause to spend time with friends. This was part of the broader “Let’s Go” campaign linking TV, online advertising and social media activity, and reflected Lipton’s tendency towards light-hearted ads promoting togetherness. The brand is part of Unilever’s push towards building a more sustainable business, and promotes responsible forestry and support for tea growers. In the past year, Lipton has worked with the charity WE to support 80,000 women in tea-growing communities in Kenya by providing financial and business skills training.

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