Lipton Black Tea - How to climb out of a black hole

Kris Constantoulas

In 2001 Lipton carried out the rebranding of its tea renaming it ‘Black Tea’ to target younger drinkers.

Lipton Black Tea – “How to climb out of a black hole”

EXECUTIVE SUMMARY

This unique case demonstrates the role that advertising played in protecting an iconic brand with decades of history, from its own costly mistake. While most companies...

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