Unilever begins Lipton Laughing Pack promotion
By Adnews Staff
Unilever Canada of Toronto has begun a new campaign for Lipton called the "Lipton Laughing Pack" promotion. The initiative includes television, print and online advertising, as well as in-store materials and a consumer contest. The campaign introduces the Laughing Pack as the new icon of the brand. According to the company, the icon represents the brand's playful personality. The creative uses the tagline, "Lipton, Eat Life Up." The campaign, developed by Venture Communications of Toronto, encompasses the brand's soup, tea and Sidekick product lines. "This builds upon our brand personality," said Maura Kukaric, brand marketing director at Unilever Canada. "We know when it comes to the Lipton mom that she takes a fun, lighthearted approach to life and cooking." The contest involves six packages that contain a sound module that will laugh when exposed to light. Buyers of a laughing package will qualify to win either $20,000 or a trip for four to the Just for Laughs Festival in Montreal. Lipton is a sponsor of the travelling Lipton Just for Laughs Comedy Tour the Lipton Kid-zone at the Montreal festival. Media planning and buying for the campaign were handled by PHD Canada.