Lipton is looking to a couple of theatric delivery guys to hammer home its "Be More Tea" messaging.
In a campaign breaking Wednesday, Carl and Stu sing and swagger their way through a lunch room distributing Lipton Peach Iced Tea. According to a Lipton document, Carl is "charismatic and outgoing" though "in no way unkempt or messy." Stu, on the other hand, is his "quieter and more thoughtful" sidekick.
The ad is meant to encourage people to "get out of autopilot," said Derrick Auyeung, marketing manager of the Pepsi Lipton Tea Partnership. "We want to be more playful and thoughtful." He explained that the brand is targeting late-stage millennials, or consumers in their mid-20s to mid-30s.
Lipton has long gone head-to-head with Arizona in the tea category. Lipton controls 34% of the market, while Arizona has a 40% share, according to full-year 2013 data from Beverage Digest. Still, Lipton execs said the campaign is not in response to any single competitor.
"We believe in how powerful this positioning is and how meaningful it is," said Pat Santangelo, senior marketing manager of the Pepsi Lipton Tea Partnership. "We want to make sure as many people as possible are aware of it, so we significantly increased our budget for this year to make sure we had enough paid marketing support behind it."
In 2013, Lipton spent $25 million on measured media, according to Kantar Media. So far, this year, the brand has already made a splash with an Oscars ad featuring the Muppets. Lipton execs believe Carl and Stu have staying power, though no additional TV ads are planned just yet. The duo will appear in social media and digital executions in the coming weeks.