Top Story

e4m_logo.png

Home >> Marketing >> Article

Pepsi-Lipton alliance introduces ready-to-drink Lipton Ice Tea

06-April-2005
Font Size   16
Pepsi-Lipton alliance introduces ready-to-drink Lipton Ice Tea

Pepsi and Hindustan Lever (HLL) have announced the launch of Lipton Ice Tea through the Pepsi-Lipton alliance. The alliance pools the companies' respective strengths to market, sell and distribute Lipton's ready-to-drink (RTD) tea in India.

The product is to create a new category, which is not existent in the present market by targeting the core segment of youth. Through the particular format of a returnable bottle, the Lipton Ice Tea will surely find a strong holding as an alternative to aerated beverages.

Lipton is the world's best selling brand of tea. The launch of Lipton Ice Tea augments Pepsi's portfolio of healthy refreshment beverages, complementing brands such as Tropicana and Aquafina. The launch also advances Lipton's leading position in the Indian RTD tea market, a fast-growing beverage category. The 'Pepsi-Lipton' alliance in India will build upon the success of the Pepsi-Lipton partnership in the United States and other select international markets.

According to Rajeev Bakshi, Chairman, Pepsi India Holdings, "HLL and PepsiCo have come together on an international level. The intensity of the partnership is very high. Pepsi and HLL are good examples of FMCG marketing in India and this alliance holds a very promising future."

S Ravindranath, Managing Director, Foods, HLL, said, "Lipton is a very strong brand of Unilever and we are looking at complete endorsement and success in the Indian market. We are very confident of this alliance and we have put our best system and technology together."

Tags

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)