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Available through the Pepsi Lipton Tea partnership, a joint venture between Purchase, N.Y.-based PepsiCo and London-based Unilever, Lipton iced tea launched a summer campaign called “Feel the Taste,” which began Memorial Day weekend.
To kick off the campaign, the brand released its first “Summer Tastes Report,” featuring content and tips on what to see, make and do this summer, the company says. Curated by experts including New York City mixologist Scott Fitzgerald and entertainment host, actor and tastemaker Mario Lopez, Lipton's "Summer Tastes Report" can be found exclusively on Lipton's Facebook pages (facebook.com/LiptonUS and facebook.com/LiptonIcedTea).
"Summer is my favorite season because you can feel the taste of warmer weather in everything you do — including, of course, food and drinks,” Lopez said in a statement. “That's why I'm excited to team with Lipton iced tea to release the 'Summer Tastes Report' and inspire people to feel the taste of summer all season long."
Lipton iced tea also is hosting activities for consumers throughout the season. For instance, to celebrate the longest day of the year, Lipton is partnering with the Pratt Institute to create a one-of-a-kind illuminated installation that will shed light on consumers for a 24-hour period. The installation will be unveiled at an exclusive Summer Tastes Party on June 20 in New York City, just in time for the summer solstice. Consumers also can visit either of Lipton's Facebook pages to upload a photo with the hashtag #TasteofSummer to show how they feel the taste of summer for a chance to win an all-expenses-paid trip to New York City to attend Lipton's Summer Tastes Party. Additionally, Lipton will publish a new "Summer Tastes Report" every few weeks through the end of the season.
"The longer days of summer give people everywhere more opportunities to get out and embrace life," said Linda Bethea, senior director of marketing for the Pepsi Lipton Tea Partnership, in a statement. "To help people celebrate and relish in those great moments, we are bringing the refreshing taste of Lipton iced tea to the forefront by partnering with a variety of tastemakers, who know firsthand all the best ways to feel the taste of summer."