Beverage Industry

Lipton launches first global photo contest with Liptagram

February 5, 2013

Lipton, a brand of Unilever USA, Englewood Cliffs, N.J., is celebrating the feel-good moments of its tea fans with the launch of Liptagram, its first global photo contest allowing Lipton fans around the world to share and connect. Liptagram invites Lipton fans to share uplifting moments for the chance to win an all-expenses-paid trip for two to Kenya to visit Lipton's Rainforest Alliance-certified tea estates. Consumers can upload images via Instagram through March 2.

"Liptagram brings to life Lipton's philosophy of enjoying positive moments," said Alfie Vivian, vice president of refreshments for Unilever North America, in a statement. "By asking our passionate tea fans around the world to capture their images with Instagram, they are sharing how they embrace life's rich possibilities."

Liptagram comes at a time when Lipton is encouraging new and younger consumers to drink tea on a more regular basis to provide that much-needed lift during their hectic daily lives, the company says. Similarly, Liptagram gives people the chance to socially experience that much-needed lift, it adds. "There are so many sentiments in an image," Vivian said in a statement. "Whether it exudes excitement, spontaneity or brightness, images can capture a positive moment and inspire you to feel the same way."

Liptagram is a four-week photo challenge where fans can tag their Instagram photos with weekly themed hashtags, which celebrate Lipton's core values. The themes are as follows: #LiptonBrightness, #LiptonExcitement, #LiptonUplifting and #LiptonSpontaneous. Participating countries include Greece, Italy, the Netherlands, Pakistan, Poland, Spain, Sweden and the United States.

For more information about Liptagram and how to enter, visit facebook.com/lipton.