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"Beginning this week, Lipton&amp;#39;s Iced Tea will splash its way into stores with a new bottle design, contemporary graphics and new advertising.The advertising campaign for the ready-to-drink premium tea, which is sold in glass bottles, will feature the tagline &amp;quot;You&amp;#39;ll feel good ... maybe too good.&amp;quot; Created by J. Walter Thompson New York, it will begin running on television, radio and outdoor locations in late May. Lipton&amp;#39;s Iced Tea has not advertised on television since 1996.&amp;quot;This is a big year for Lipton&amp;#39;s Iced Tea,&amp;quot; said Stephane Jacqmin, senior marketing manager, Pepsi-Lipton Tea Partnership. &amp;quot;The new look and the new advertising campaign will differentiate us from our competitors and keep Lipton&amp;#39;s Iced Tea top of mind with anyone looking for real refreshment.&amp;quot; The new bottle design, created by The Coleman Group, New York, was a favorite among consumer focus groups. It is taller and narrower than the old version, and it has an indented area that makes it &amp;quot;grippable.&amp;quot; The base is narrow enough to fit in a car cupholder -- a true benefit for an ever-increasing number of on-the-go consumers.Sterling Group, an international brand consultancy headquartered in New York, conducted brand equity research and redesigned the bottle graphics. The Sterling design team created a modern version of the white on red Lipton cartouche logo, which was found to have tremendous equity in research. It is slanted and bold to suggest a fun feeling, but it still says &amp;quot;quality tea&amp;quot; from Lipton. A clear, wrap-around label highlights the clarity of the product.&amp;quot;The strategy for the redesign was to celebrate the brand and iced tea refreshment in a simple, uncomplicated way,&amp;quot; said Margie Butler, senior vice president, Sterling Group. &amp;quot;We focused on Lipton&amp;#39;s Iced Tea as the ideal, intuitive choice for real refreshment.&amp;quot;Lipton&amp;#39;s Iced Tea is marketed through the Pepsi-Lipton Tea Partnership, which also markets Lipton Brisk."^^<http://www.w3.org/2001/XMLSchema#string>
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