Sharing the journey – Lipton and National Geographic
Lipton in the US has teamed up with National Geographic Global Media to document the brand’s sustainability journey through film and photography.
Thirsty for insight
Every year, Lipton strides towards its goal of sourcing all its tea from sustainable, Rainforest Alliance-certified estates by 2015. In 2009, the brand reached a milestone in the US with the roll-out of the Rainforest Alliance's frog logo on its packaging.
Now US consumers can see at a glance that they're buying tea that's good for the environment and for growers. But, like many tea drinkers all over the world, they want to know more about what the logo really means.
One example highlighting this is how Lipton has turned its Kericho tea estate in the east African country of Kenya into a model for sustainable agriculture.
Images of progress
In May 2009, National Geographic TV journalist Boyd Matson travelled to Lipton's Kericho tea estate to capture the impact of the brand and its sustainability efforts on people, land and wildlife.
This custom content he produced, including four videos and vibrant photography, speaks volumes about the progress that's being made. It's now being shared with consumers via TV, print, digital media, and social networking platforms such as Facebook and Twitter.
Lipton's partnership with National Geographic rests on a shared set of values. While National Geographic sets out to 'inspire people to care about the planet', Lipton aims to 'make life better from grower to drinker'.
