Lipton - Marketing and Advertising

Marketing and Advertising

In an attempt to change the negative perception of Lipton Ice Tea – as 60% claimed they do not like the taste before even trying it – Lipton underwent a London-based summer experiential marketing campaign under the slogan "Don't knock it 'til you’ve tried it!". Roaming demonstrators handed out 498,968 samples over the 58-day run. After the campaign, 87% of consumers claimed to enjoy Lipton Ice Tea, while 73% said they were more likely to purchase in the future.