JWT unveils Lipton launch campaign

J. Walter Thompson has revealed its launch work for Lipton Ice Tea to help Unilever crack the UK market.

Lipton, which is available all over Europe, is launching in the UK with a national outdoor and press campaign. JWT already handles the business across Europe through JWT Paris.

The executions all feature garish yellow colouring and use pictures of people from the early part of last century. The ads are intended to combat people's aversion to trying iced tea by reminding them that certain things a few generations ago would have been unthinkable.

One ad shows a woman in curlers and apron holding up a huge pair of pants.

The ad then asks: "The G-string? It'll never catch on". Another ad says "A foreigner as England manager? Never". All the executions carry the endline: "Don't knock it until you've tried it."

The poster ads will run alongside a press campaign in youth lifestyle titles. Unilever will also back this with a student marketing and sampling programme targeting 18- to 28-year-olds.

Fiona Forbes, a Unilever senior brand manager, said: "The UK soft drinks market is very competitive and any new brand has to have a real point of difference to survive. We believe now is the right time to enter the UK market."

The campaign breaks at the end of May and was written by Kieran Knight and art directed by Max Clemens. Media planning and buying is through Initiative Media.

In November last year, Lowe was appointed to handle the relaunch of Coca-Cola's iced tea brand, Nestea, in the UK.