Lipton has launched a new positioning in the U.S. under the “Drink Positive” tagline, which revolves around the great qualities of hot black tea, with no references to the tea-coffee competition. In fact, the “Drink Positive” theme has been reflected in the rand’s positioning outside the USA starting 2011—now, the U.S. market is joining other countries.

Pic.: Lipton’s new US positioning, «Drink Positive,» www.nytimes.com

The US campaign by DDB New York is designed to strengthen the positive image of black tea in bags packed in yellow boxes in the family of their branded offerings including green tea, herbal tea, iced tea and more. In addition to the marketing campaign, which is set to roll across a number of platforms, including TV, online and social media (liptontea.com, Facebook, Instagram and Twitter), the brand is making the Lipton vibrant shade of yellow even brighter.

The slogan used in the new Lipton’s positioning is similar to the Coca-Cola’s “Live Positively,” but the tea-maker’s campaign is of course not as big as the soft drink giant’s promotion. Still, for Unilever, Lipton’s brand owner and manufacturer, it is huge. “Executives at the Unilever United States division are calling the campaign the first extensive effort in this country to be devoted to Lipton black tea since 1989,” wrote The New York Times.

This new initiative with the budget of more than $10 million, is designed to generate more interest towards Lipton among consumers in their 20s and 30s, who are seen as the future of the product. “All the benefits in our Lipton black tea give them a pause and the uplift they’re looking for,” commented Alfie Vivian, vice president for American refreshments at Unilever United States. This is being encapsulated in a “brand philosophy, positivism.”

To support the message, Lipton is releasing a new ad with a visual focus on the yellow colour—the spot, which is launching this week, is starring a woman who drinks Lipton from a glass teacup, while working or spending her free time with friends. “This is me, this is my tea. I feel more inspired, more positive,” says a female voice.