Lipton Ice Tea has made a three-year deal with Hugh Jackman («X-Men Origins: Wolverine», «Australia»), who will appear in the brand’s commercials and promo materials. The marketing campaign featuring the Hollywood star will launch in March.
The aim of the campaign is to change the consumer’s attitude to the product. Usually they prefer hot beverages to cold ones. According to polls, 53% of UK consumers are sure that the taste of the drink is not good, even if they have never tried it. This trend underlies the TV marketing campaign, which is taglined “Don’t knock it until you’ve tried it‘”.
Pepsi Lipton International is a joint created in February by Britvic (PepsiCo) and Unilever. The cold variety of the beverage is how distributed by the new newly appeared affiliate, while Unilever handles the Hot Tea portfolio in the UK.
The photos here are from the shooting of the upcoming commercial.