The account covers all above- and below-the-line work on the brand, which will include TV, cinema and promotional communications activities. Face to Face was appointed after developing a new strategic and creative approach for the brand and the new campaign will break in Saudi Arabia, in the beginning of April 2003.
Alex Andarakis, Marketing Director for Unilever Arabia, highlighted the strategy and strength of the creative approach taken by Face to Face as the principal reasons behind the appointment: “Lipton Ice Tea is a major Unilever brand in the Middle East and we were looking for an exciting and creative above-the-line solution to position the brand, and to connect more strongly with younger consumers. Face to Face gave us this solution.”
Chris Bell, Client Services Director and partner in Face to Face, added: “Face to Face’s new creative work for Lipton Ice Tea is a radical and brave departure for the brand and we are delighted that Unilever Arabia is allowing us the opportunity to run the work. The level of trust and confidence shown in us by Unilever Arabia is fantastic and we are looking forward to doing great work and to making a big impact on Lipton Ice Tea consumers.”
Wednesday, February 5- 2003 @ 9:06 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.