LIPTON GIVES RED ROSE A NEW LOOK
By Adnews Staff
Toronto-based Lipton is supporting the launch of a new look for its Red Rose tea brand with a television and print advertising campaign, the debut of a new Web site and the introduction of a consumer loyalty program. The new campaign broke yesterday with the first of two new television commercials showing how Red Rose helps people relate and connect with one another. The spot, called "Funeral", features two mourning women at a funeral who appear to have more in common that the viewer initially believes. The new tagline "A Cup'll Do You Good" replaces the brand's old tag "Only in Canada." Print ads running in lifestyle magazines nationwide also incorporate the theme of connection through copy such as "Once the tea starts flowing so do the words." Lipton will introduce the brand's first Web site this spring at <http://www.time-for-tea.com> and its new consumer loyalty program called "Time for Tea". In-stores, Lipton will be distributing gift box sets that contain special-edition Red Rose mugs, note cards and samples of Red Rose, which now features a rose patterned tea bag. Additional packaging re-designs includes images of red roses. Advertising for Red Rose is done by J. Walter Thompson of Toronto. PR for Red Rose is handled by Environics Communications of Toronto.