Lipton® inspires people to “Be More Tea™”
New global campaign makes U.S. debut with commercial starring the Muppets
Englewood Cliffs, NJ (February 26, 2014) - Lipton® revealed plans for the launch of its "Be More Tea™ campaign," a new global brand positioning encouraging people to snap out of their routines and to embrace each day with a more present, playful and thoughtful mindset. The campaign will kick off with a 60-second spot to air during the Academy Awards featuring the Muppets as they prepare for their upcoming movie "Muppets Most Wanted."
"We live in a busy world. It's easy to slip into a routine with our heads down, moving from one place or obligation to the next. Lipton wants to inspire consumers to 'look up', take in all that life has to offer and enjoy what you may have otherwise missed," said Alfie Vivian, vice president of refreshments for Unilever. "This is what 'Be More Tea' means to Lipton and the philosophy we will bring to life in our new national ad campaign starring the Muppets."
While launching in the U.S., the "Be More Tea" campaign marks the first time the iconic brand has introduced one global positioning worldwide.
The new ad featuring the Muppets will air for the first time on TV during the Academy Awards on Sunday, March 2. It highlights the essence of the "Be More Tea" spirit with the playfulness, fun and irreverence of the Muppets. The ad was created and produced by adam&eveDDB, London.
"Making movies and dating Miss Piggy can be stressful – especially the dating part. But I always try to stay cool and look on the bright side," said Kermit the Frog. "That’s what this Lipton campaign is all about. In a world filled with high-stress wild-in-the-street types like Animal, you have to take time to enjoy life and 'Be More Tea.'"
Disney’s "Muppets Most Wanted," opens nationwide March 21.
About Lipton Tea
With more than 100 years of experience, Lipton is one of the world's great refreshment brands, with tea-based drinks including leaf tea, infusions, and ready-to-drink iced tea. For more information on Lipton, please visit http://www.Facebook.com/Lipton, http://www.Facebook.com/LiptonIcedTea or www.LiptonT.com.
About Disney's "The Muppets Most Wanted"
Disney’s “Muppets Most Wanted” takes the entire Muppets gang on a global tour, selling out grand theaters in some of Europe’s most exciting destinations, including Berlin, Madrid, Dublin and London. But mayhem follows the Muppets overseas, as they find themselves unwittingly entangled in an international crime caper headed by Constantine—the World’s Number One Criminal and a dead ringer for Kermit the Frog—and his dastardly sidekick Dominic, aka Number Two, portrayed by Ricky Gervais. The film stars Ty Burrell as Interpol agent Jean Pierre Napoleon and Tina Fey as Nadya, a feisty prison guard.
Disney’s “Muppets Most Wanted” is directed by James Bobin and produced by David Hoberman and Todd Lieberman. Bobin wrote the screenplay with Nicholas Stoller, who is also executive producer with John G. Scotti. Featuring music from Academy Award®-winning songwriter Bret McKenzie, “Muppets Most Wanted” hits the big screen March 21, 2014. For more information, visit www.Disney.com/Muppets like us on Facebook: www.facebook.com/Muppets and follow us on Twitter: www.twitter.com/TheMuppets
- TV credits
- Client: Unilever
- Brand: Lipton
- Launch date: 26th Feb 2014
- Project name: Be More Tea
- Client: Mohit Anand, Global Vice President and Giles Morrison, Global Director
- Creative agency: adam&eveDDB
- Copywriter: Patrick McClelland
- Art director: Feargal Ballance
- Planner: David Golding
- Media agency - Mindshare
- Production company: Biscuit Filmworks
- Director: Noam Murro
- Editor: Neil Smith @ Work
- Soundtrack name and composer: Everybody’s Talkin’ written by Fred Neil and performed by Harry Nilsson
- Illustrator: N/A
- Post-production: Framestore
- Audio post-production: Clearcut Sound Studios