It seems like the marketing team behind every product is looking for ways to appear more health-conscious. Rather than tinkering with their tried-and-true product formulations, marketers are looking for brand extension opportunities. Lipton is jumping on the bandwagon with Lipton White Tea with Raspberry and Lipton Diet White Tea with Raspberry.
The first feature consumers will notice about Lipton White Tea is that it's colorless. In consumers' minds, clear liquids are typically related with purity, so the colorless choice is appropriate. The next feature consumers will notice is that Lipton White Tea includes antioxidants (called flavonoids in Lipton tea) offering a multitude of health-related benefits.
Lipton is advertising their White Tea with copy that says, "Lipton Iced Tea is great tasting and good for you because it is rich in protective antioxidants. This is the perfect drink for your active, healthy lifestyle. It's available in plastic bottles so you can take it anywhere! It's a new light, clean taste of white tea with just the right touch of Raspberry like no other!"
This copy clearly hypes Lipton White Tea's differentiators and benefits. Will people be persuaded to buy it? I have to assume there is a large market of health-conscious consumers who will be attracted to the antioxidants in Lipton White Tea, but ultimately, the taste will have to be good for Lipton to get repeat business.
Have you tried Lipton White Tea? What do you think about the new focus on antioxidants that's carrying into products like iced tea that most people don't typically associate with healthiness? Lipton currently controls has about a 10% market share of the world's tea business. Do you think they'll gain some market share with this new product introduction?
Hey,
There’s a terrible condition washing over the country called Indooritis, and my agency was hired by Lipton to get bloggers to join the fight. We hope you’ll encourage your readers to visit www.FightIndooritis.com, or at least get their friends to head outside and breathe some actual air.
Thank you for your support,
Aditya
PS – You can see which bloggers are already helping us conquer this horrible lack of outsidity by visiting picnic-in-the-parkes.blogspot.com
Posted by: Aditya | June 25, 2007 8:05 PM | Permalink to Comment