Pepsi Lipton alliance launches Lipton Iced tea in bottles

BANGALORE: Last year, two giants Pepsi and Hindustan Lever got hitched to each other in order to exploit their respective strengths to market, sell and distribute a humble product such as tea in India. More specifically, the Lipton ready-to-drink (RTD) range of teas and tea-based beverages.

Since then, select markets in India have been seeded with Lipton Ice tea in cans, tetrapaks. Today, the duo announced that the Pepsi Lipton Alliance would be rolling out the cooling beverage in 500 ml PET bottles and 250 ml glasses. The roll out will cover 17 cities in the next few weeks.

The target audience initially would be the 500 million strong urban and later semi-urban Indian youth followed by the rural areas, which as per the alliance?s studies indicate are more health conscious and are open to trying new offerings, to experiment



At the press conference to announce the launch, Pepsi India Holdings chairman Rajeev Bakshi defined three categories of space for the Iced teas product ? the fun product, the good for you product and the better for you product. He pointed out that "Litpon Iced tea is being positioned in the ?better for you? space model for the youth and not as another variant of tea or ?chai?."

The launch is being strongly supported by exciting TV advertising, outdoor communication and on-the-ground promotions, adds a company release.



Both the companies are tightlipped about ad spends. All that Bakshi, while speaking to, was willing to commit was that the budget would , "initially be more than is a norm in the industry, say at least as much as the budget during the launch of Mountain Dew."



The total carbonated soft drinks market in terms of consumer spends is

Rs 60 billion. The alliance hopes to garner between five to ten percent of

this market over the next five years.

Latest Reads
Ajay Gahlaut resigns from Ogilvy India

Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

MAM Media and Advertising People
Concept BIU Acquires the Business of Bluebytes

Concept Business Intelligence Unit (Concept BIU), one of India’s leading media monitoring agencies, has acquired the business of Comniscient Group’s Bluebytes News.

MAM Media and Advertising AD Agencies
Pump it up this holiday season with Athleisure Lifestyle

Family bonding is a complex equation given how different people belonging to the same family can turn out to be- their preferences, their tastes and their opinions.

MAM Marketing MAM
Quess Corp launches its first outdoor campaign, ‘’I AM QUESS’’ to expand brand awareness

Quess Corp, India’s leading business services provider, has launched its first outdoor campaign, ‘’I AM QUESS’’ to expand awareness and communicate with its customers directly.

MAM Media and Advertising Ad Campaigns
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories