Lipton has contracted with National Geographic’s Web site to create a microsite that tells about sustainable agriculture in general, including the origins of Lipton teas, as well as sustainability, social and economic aspects of the tea-growing and harvesting process, reports MediaBuyerPlanner.
Earlier this year, Lipton announced an expansion of its program to have all its teas Rainforest Alliance-certified.
The microsite launch is timed to coincide with the introduction of Lipton tea bags bearing the Rainforest Alliance logo and related messaging, according to Environmental Leader.
A special advertising section on the right-hand side of the site is Lipton-themed, with pictures, stories, a quiz and more.
In addition to the microsite branding, Lipton's contract with National Geographic includes tie-ins via:
- National Geographic Channel
- Facebook
- Twitter
- print
- direct marketing
- customized Nat Geo Mobile iPhone game applications
