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

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”


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 would have buried all evidence of the mistake deep in their archives, Unilever has graciously allowed us to share their learnings of how to overcome such a potentially devastating event.

How could just one word, “Black”, bring one of Australia's favourite brands to its knees?

The case outlines the strategic rationale that led to the catastrophe and how a deep...

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