Lipton Enlists T-pain as 'Cousin T' in a New Sitcom-Inspired Ad
Grace Mahas — July 16, 2021 — Marketing
References: youtube & marketingdive
Lipton recently enlisted rapper T-Pain in a new series of sitcom-inspired digital ads dubbed 'Have Some Tea with Cousin T.' The new campaign promotes the brand's new Southern Sweet Tea, Georgia Peach Tea, and Green Tea variants. The campaign features '90s comedy tropes that center around family and unity. The new commercials will be aired across social media and television.
"The idea of being front-and-center at the moment where families are getting back together … the broader piece is really reinforcing that connection," said Chauncey Hamlett, vice president and chief marketing officer for PepsiCo Beverages North America, South Division. "Part of it is being able to, from a media and a culture standpoint, be somewhat disruptive with an influencer-forward approach."
Image Credit: PepsiCo
"The idea of being front-and-center at the moment where families are getting back together … the broader piece is really reinforcing that connection," said Chauncey Hamlett, vice president and chief marketing officer for PepsiCo Beverages North America, South Division. "Part of it is being able to, from a media and a culture standpoint, be somewhat disruptive with an influencer-forward approach."
Image Credit: PepsiCo
Trend Themes
1. Sitcom-inspired Ads - Disruptive innovation opportunity: Explore the use of comedy tropes in advertising to promote products and evoke nostalgia to appeal to different consumer segments.
2. Influencer-forward Approach - Disruptive innovation opportunity: Leverage the power of social media personalities to gain more visibility and credibility for brand promotion.
3. Regional Flavors - Disruptive innovation opportunity: Offer flavors that are unique and specific to certain regions to cater to localized tastes and preferences.
Industry Implications
1. Beverage Industry - Disruptive innovation opportunity: Incorporate cultural references and celebrity endorsements to refresh brands and attract new customers.
2. Advertising Industry - Disruptive innovation opportunity: Explore innovative ways to connect with audiences through storytelling and engaging content.
3. Entertainment Industry - Disruptive innovation opportunity: Collaborate with emerging and established influencers in the entertainment industry to increase brand awareness and appeal to different audiences.
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