The FINANCIAL -- Lipton, the largest tea brand in the U.S., today kicks off the brand's most comprehensive marketing initiative to-date with the announcement of an exciting partnership with Grammy Award-winning trio Lady Antebellum.

Lipton and Lady Antebellum together will bring inspiring music, refreshing tea and entertaining content to fans across the country in support of new Lipton Tea & Honey iced tea mixes and Lipton 100% Natural ready-to-drink bottled iced tea.

According to PepsiCo, the campaign leverages the scale and reach of the partnership between the Unilever and the Pepsi Lipton Partnership, creating a first-of-its-kind marketing initiative. The 2012 campaign includes national TV, print, radio, digital, exclusive online content, retail integrations and a consumer promotion—doubling the marketing spend from 2011. 

"Lipton is proud to partner with Lady Antebellum to bring exciting content to our fans this summer," says Marc Hanson, of the Pepsi-Lipton Partnership. "Lipton and Lady Antebellum share a positive and approachable style, and we're excited to bring the 'Drink Positive' spirit to life--together--in a big way this year."

"All three of us grew up drinking Lipton tea, and we always have a well stocked supply on the bus. Plus, we love the 'Drink Positive' message and are excited about connecting with our fans on a whole new level through this campaign," says Lady Antebellum's Hillary Scott.

Building off the momentum of the 2011 launch of 100% Natural Lipton Iced Tea, Lipton will also launch new product offerings that are designed to let consumers enjoy tea anytime, anywhere including a new 64oz family size 100% Natural Lipton Iced Tea and Lipton Tea & Honey, a unique line of iced tea mixes that are sweetened with honey and made from real tea leaves and real fruit flavors.

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