Turn over a new leaf

Lipton Ice Tea has launched its own “Turn Over a New Leaf” campaign aimed at helping you to enjoy a year that is fresh and alive!

“Our campaign, takes a new approach to the challenges of getting rid of bad habits and adopting good ones, meeting challenges and so on, whilst emphasising some of the healthier benefits that the brand has to offer as an alternative to soft drinks. Turning over a new leaf can be as simple as making an active choice in choosing to ‘drink better to live better',” says Claire Wilson, Brand Manager for Lipton South Africa.

One aspect of the campaign is a dynamic radio campaign with 5FM on DJ Fresh's show that began at the beginning of February when a listener won a trip to Thailand to start “a fresh” with the Thai New Year, and it will continue later this year with promotions on the Mayan and Moroccan New Years.

The brand has also taken an innovative approach to the campaign utilising a Facebook application to help users kick a bad habit or adopt a good one. The application was conceptualised by Cow Africa as a means tap into the medium's user base and to offer a support network with which the target market can turn over a new leaf. The marketing campaign will also include the use of in-store promotions, as well as urban tea gardens.