Unilever launches new Spanish language ad support for Lipton Tea to Go Stix.

Unilever announced the launch of a new Spanish language advertising campaign in support of Lipton Tea To Go, a zero-calorie*, sugar-free iced tea mix in a convenient package loaded with 80mgs of protective antioxidants per serving. “Lipton Tea to Go is a perfect fit for the Hispanic consumer who is becoming increasingly aware of the importance of making better food and beverage choices for themselves and their families, but who will not sacrifice on taste,” said James Wong, Unilever’s VP/General Manager of Beverages, Multicultural and New Vitality Platforms.

The American Journal of Clinical Nutrition recently published its Healthy Beverage Guidelines, which help consumers choose healthy beverages as part of a balanced nutritional diet. The guidelines, proposed by a panel of nutritional experts, suggest drinking up to 8 servings of unsweetened tea or up to 4 servings of tea served with a sugar substitute per day**. Along with exercise and eating a diet rich in fruits, vegetables and whole grains, drinking tea can be part of a healthy lifestyle and is a natural source of antioxidants.

The advertising campaign, entitled Water Guy, was created by MosaicaMD, Unilever’s Food Brands advertising AOR. The campaign, which broke recently, includes 30-and 15-second television spots which will air on both network and cable for 13 weeks. Based on the strategic position of “Lipton Tea to Go makes water mouthwatering,” the commercial takes place in an office where an uproar is created when a water delivery guy walks in with a fresh bottle for the cooler. As he walks by, several female employees stare at him and enthusiastically follow him. After first thinking he has been a hit with the girls, the water guy realizes they were only interested in filling their water bottles to mix and enjoy their Lipton To Go.

Headed by Ricardo Martinez, Director of Multicultural Marketing, Unilever has made a firm commitment to market key brands to Hispanic consumers via both traditional and non-traditional advertising in a way that is largely unrivaled in the food/packaged goods category today. During the past year, the company invested heavily in understanding Hispanic consumers’ shopping, cooking, eating and general lifestyle habits. These changes have made Unilever among the nation’s top corporations targeting Hispanics.

“We are proud to work with a client partner that not only understands this consumer from an insights perspective but also understands the value that they contribute to the bottom line,” said Nilda Velez, VP General Manager of MosaicaMD.