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Faced with rapid changes in habits, a company cannot rely solely on the products it already has.
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Current customers want and expect new and better items.
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There are a lot of types of new products being made.
There are many brands that have diversified the catalog of their products, to the point of entering other markets. Recently, Lipton announces its new product with alcohol that makes it add to other brands of large soft drinks that are also launching alcoholic beverages.
The alcoholic beverages market is very popular worldwide and according to data from the Statista Consumer Market Outlook, in 2020, approximately 280 thousand 800 million liters of alcoholic beverages were consumed in the world, which represented a decrease in consumption of more than 25 thousand 500 million with respect to the previous year.
In Mexico, and according to INEGI data, during 2020, the alcoholic beverage with the highest production volume was beer, with a production of more than 11.8 million beers. While the sales value of one of the most representative beverages in Mexico, tequila, amounted to more than 241 thousand products produced that same year. This represented a sales value of approximately 44,600 million Mexican pesos.
Lipton announced product with alcohol
The Lipton beverage brand launched Lipton Hard Iced Tea on the international market, which is a product that offers five percent alcohol per serving and comes in Lemon, Peach, Strawberry, and Half and Half flavors.
With this launch, the firm also launched several campaigns titled “Mechanical Bull”, “Pool Party” and “Oil Painter”, each with the goal of making the absurd obvious.
In the first spot, you can see how a company executive enjoys the installation of a mechanical bull in the office. Also, another ad shows him in “Pool party”, where a boy makes the “obvious” mistake of confusing a pool party with a pool party, like in billiards.
“Lipton Hard Iced Tea is the taste you want iced tea to have,” said Lisa Texido, Lipton Hard brand director. Iced Tea, in a statement.
Likewise, the firm’s executives ensured that they created the recipe to ensure that the smooth and balanced flavor that people love about Lipton iced tea really came through.
“I think people are surprised that iced tea can be so delicious, it’s something you have to try,” the text says.
For its part, the creative campaign was developed in collaboration with Founders Agency and the ads came out this week in the United States.
Lipton is not the only beverage brand to join the alcoholic beverage market, as companies like Coca-Cola have also launched products like Lemon Dou, collaborations with Jack Daniels, and even the Topo Chico line.
Another example was Johnnie Walker, who launched his sweet drink in March, with which he impacted the new generation of alcohol consumers. “Johnnie Walker Blonde” adds to the consumer trends, since it was created to have perfect synchrony when mixed with citrus, becoming the perfect base to enjoy a long drink, since its intense flavor comes to life when enjoyed with its “perfect serve”: mixed with lemon flavored soda.
And this is how these launches prove how the development of new products has become an essential differentiator for companies in today’s market.
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