Lipton

Company: Unilever plc

Brand value: US$9,100 million

Change since 2019: 0%

Headquarter city: London

Industry: Soft drinks

Year formed: 1890

The yellow label of Lipton tea is instantly recognisable around the world, and the brand has become synonymous with both a hot “cuppa” and a growing range of chilled, ready-to-drink tea products. It is the biggest-selling tea brand in the world, available in more than 110 countries. In the past year, the brand has focused its marketing on a message of togetherness, and how sharing tea with others can help alleviate loneliness. Lipton said that despite millennials being well connected via social media, they often suffered hidden loneliness that could affect their mental health. Project Unlonely led to the launch of a global “You.Me.Tea.Now” campaign, which encouraged people to foster quality real-life connections and conversations – over a cup of tea, of course – that could help people feel better. Other advertising has focused on the health benefits of drinking tea, urging consumers to “Love your heart”. Parent company Unilever is reported to be considering selling Lipton, due to concerns about declining profits as younger consumers opt for herbal teas and coffee over traditional black tea.