LIPTON DEVELOPS NEW WRAP FOR TEENS

HALLIE FORCINIO

SOMERS, N.Y. -- In pursuit of dominant share in the fast-growing $1.8 billion ready-to-drink tea category, Pepsi Lipton Tea Partnership here has added a flavor plus launched new package choices and graphics for its teen-oriented Lipton Brisk brand tea.

"We want to attack the only remaining strengths of our competitors -- Snapple and Arizona -- by going after a larger share of the teen market and widening our category leadership," said Rick Kundrat, vice president of marketing and sales, Pepsi Lipton Tea Partnership.

Lipton Brisk is marketed, packaged and priced similarly to carbonated soft drinks to appeal to youthful on-the-go consumers and differentiate it from the Partnership's more upscale glass-packaged Lipton Original RTD tea product.

"We're putting a lot more focus on Brisk this year," reports Gary Hemphill, manager, public relations for Pepsi-Cola Co.

To expand its presence in teen shopping channels like convenience stores, single-serving polyethylene terephahalate bottles in 20-ounce and 1-liter wide-mouth "Big Slam" sizes have joined the brand's 2-liter PET bottles and 12-pack cans.

New in-house-designed high-intensity graphics strengthen shelf impact and teen appeal while emphasizing the Brisk name. On bottles and cans, Brisk is vertically positioned and rendered in big bold letters that look like an ice sculpture. Tucked at the top is the Lipton logotype in red.

"As the number one trademark in tea, the Lipton name has been crucial to the success of the Partnership," says Hemphill.

In the previous design, a diagonal Lipton logotype dominated with the Brisk name below it. The background and colors were more reserved, too. "The idea with the new graphics is to definitely grab your attention," says Hemphill.

The new flavor, Caribbean Cooler, features teen-appealing natural tropical fruit flavors and joins Rousing Raspberry, Sweetened with Lemon and Diet with Lemon.

Marketing support includes a spring break sampling program in Florida, Texas and Arizona, and sponsorship this summer of 13 youth soccer tournaments around the country. For the first time, the marketing mix also will include television ads in selected markets. Up until now, the Partnership has reserved TV spots for Lipton Original.

"Major" marketing plans for the premium line will be unveiled later this spring, added Hemphill.

"We're committed to the two-line approach."