Lipton on why it is thinking ‘outside TV’

Lipton – #BeAMaker from Marketing Week on Vimeo.
Lipton has ditched TV for a mobile-first campaign in order to reposition the brand for a younger audience and highlight its ethical credentials.
The ‘#BeAMaker’ campaign sees Lipton drive its sustainable living efforts for the first time, with content-focused marketing hosted only online.
The short-form content looks to tell the stories behind the brand’s young tea farmers in Kenya. There are five stories in total, which t