Tea with a twist? That's the idea behind Lipton's newly launched lifestyle culinary series centering around tea.
The six part series titled Tea Twist will air regionally across Asia on the Asian Food Channel in 12 different territories. Featuring local chef Nik Michael Imran, each episode will showcase a creative method of using Lipton teabags.
The introduction of Tea Twist is in conjunction with a new campaign by Lipton – “A New Twist to Your Lipton Moments” in Malaysia.
Herry Budiazhari (pictured, right), marketing director of Unilever Malaysia said, “Lipton Yellow Label teabags [have a] signature aroma and taste. Teabags have been consumed as a ritual and we are inspiring consumers to jazz up tea and bring it to the next level by making it as the exciting drinks for any meals, festive, and social occasion.”
An integrated campaign has been rolled out to promote awareness of this new programme, beginning with a teaser video on the Asian Food Channel website.
Sampling activation has also commenced at selected hypermarkets and supermarkets.
Agencies involved are Alpha245 as creative advertising, Mindshare Malaysia for media, Impact Communications for public relations, IFisobar for digital, Vocanic for social media, and Eventswork for event and activation.