BEVERAGE / UNILEVER & PEPSICO / LIPTON
Work
Lipton
EVOLVING A HERITAGE BRAND ACROSS TWO FORTUNE 500 COMPANIES
THE CHALLENGE The Lipton brand, despite its global dominance, was fragmented. The ready-to-drink portfolio (a PepsiCo-Unilever venture) and the traditional tea business (Unilever) were managed separately, leading to an inconsistent brand presence. Both portfolios were losing ground to more modern, "better-for-you" competitors requiring a unified and refreshed global appeal to reclaim their leadership position in the tea category.
THE CREATIVE STRATEGY As Chief Creative Officer, I created and directed the cohesive creative vision to be executed globally across both corporate giants. My creative strategy was to evolve Lipton’s heritage yellow into a dimensional, ownable "sunny day," complete with vibrant "sunny fruit" visuals to heighten taste appeal. This new visual identity system was designed to link the brand to an "every day" usage occasion and was translated across all marketing channels to create a globally consistent, revitalized experience.
THE RESULT The brand revitalization successfully repositioned Lipton as a modern, cohesive global player, solidifying its multi-billion-dollar partnership with PepsiCo. This renewed brand strength and clear market position paved the way for Unilever’s strategic sale of its core tea business for €4.5 billion (approx. $5.1billion), demonstrating the immense value created by the global overhaul.
