The risk is frightening off core users, who may think "black" tea is too strong, too bitter, too black or just too unfamiliar. As long as we're supposing, we further assume that Lipton is torn over its decision-which would explain the commercial from J. Walter Thompson, Sydney, simultaneously announcing and negating the change.
The spot is fake vintage footage of a `60s-era homemaker being visited by Dad and Mum, who is prattling on (by a male voice in silly falsetto) about Lipton Black Tea. "Of course, Lipton tea has always been black tea," she chirps. "Call it what you like; it's still a top drop."
This goofy little vignette leads to further qualification in the voice-over: "Lipton Black Tea. It's the technical term for the tea you love."
OK, that explains things, and may well assuage the panicked grandmothers out there ... but if you're going to apologize, why change the name to begin with? This is a perfectly good spot, advertising a perfectly ridiculous business decision.
J. Walter Thompson, Sydney
Ad Review Rating: 2 stars
Food is a tough category for global brands; Lipton gets a local tweak in Australia.