Lady Antebellum Partners With Lipton

Lady Antebellum and Lipton have partnered for “Drink Positive,” the tea-maker’s most comprehensive marketing campaign to date. Together Lady A and Lipton will bring music and content to promote new Lipton Tea & Honey iced tea mixes and Lipton 100% Natural ready-to-drink bottled iced tea mixes.

The 2012 campaign leverages the scale and reach of the partnership between the Unilever and the Pepsi Lipton Partnership. The campaign includes national TV, print, radio, digital, exclusive online content, retail integrations and a consumer promotion–doubling the marketing spend from 2011.

“Lipton is proud to partner with Lady Antebellum to bring exciting content to our fans this summer,” says Marc Hanson, of the Pepsi-Lipton Partnership. “Lipton and Lady Antebellum share a positive and approachable style, and we’re excited to bring the ‘Drink Positive’ spirit to life–together–in a big way this year.”

“All three of us grew up drinking Lipton tea, and we always have a well-stocked supply on the bus. Plus, we love the ‘Drink Positive’ message and are excited about connecting with our fans on a whole new level through this campaign,” said Lady Antebellum’s Hillary Scott.

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Category: Artist, Featured, Sales/Marketing

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Eric T. Parker oversees operations and contributes editorial for MusicRow's print magazine, MusicRow.com, the RowFax tip sheet and the MusicRow CountryBreakout chart. He also facilitates annual events for the enterprise, including MusicRow Awards, CountryBreakout Awards and the Rising Women on the Row. [email protected] @EricTParker

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