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Naming, Brand architecture, Brand strategy
The ask was to rebrand Lipton Original Iced Tea to appeal to a younger, more sophisticated, health-minded audience. The name PureLeaf conveys the essence of a hand-crafted, natural, fresh-brewed, tea with a premium tone befitting the Lipton tradition of expertise. Today, both name and proposition are as relevant as ever and PureLeaf has become the leader in this highly competitive segment.
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